Universidad Pública de Navarra, Dpto. Gestión de Empresas, Campus de Arrosadía, 31006 Pamplona, Spain.
J Environ Manage. 2014 Mar 15;135:91-9. doi: 10.1016/j.jenvman.2014.01.019. Epub 2014 Feb 10.
This paper relates the concept of moral obligation and the components of the Theory of Planned Behavior to determine their influence on the willingness to pay of visitors for park conservation. The sample consists of 190 visitors to an urban Spanish park. The mean willingness to pay estimated was 12.67€ per year. The results also indicated that moral norm was the major factor in predicting behavioral intention, followed by attitudes. The new relations established between the components of the Theory of Planned Behavior show that social norms significantly determine the attitudes, moral norms and perceived behavioral control of individuals. The proportion of explained variance shows that the inclusion of moral norms improves the explanatory power of the original model of the Theory of Planned Behavior (32-40%). Community-based social marketing and local campaigns are the main strategies that should be followed by land managers with the objective of promoting responsible, pro-environmental attitudes as well as a greater willingness to pay for this type of goods.
本文将道德义务的概念和计划行为理论的组成部分联系起来，以确定它们对游客为公园保护支付意愿的影响。样本由 190 名西班牙城市公园的游客组成。估计的平均支付意愿为每年 12.67 欧元。结果还表明，道德规范是预测行为意图的主要因素，其次是态度。计划行为理论组成部分之间建立的新关系表明，社会规范显著决定了个人的态度、道德规范和感知行为控制。解释方差的比例表明，纳入道德规范可以提高计划行为理论原始模型的解释力（32-40%）。基于社区的社会营销和地方运动是土地管理者应该遵循的主要策略，目的是促进负责任的、有利于环境的态度，以及对这类商品更大的支付意愿。
