The Impact of Personal Values on Pro-Environmental Behavior

Pro-environmental behaviors are voluntary behaviors that tourists do to protect the environment and tourist areas, they empathize with nature, and they take environmental issues into account. This study investigated the mediating role of the dual concern theory and the moderating role of spatial attachment theory in the impact of personal values on pro-environmental behavior. It is an applied research in terms of purpose, descriptive in terms of nature and descriptive-correlation in terms of data collection method. Data was collected using standard questionnaires. Statistical population was the tourists that have traveled to Binalood tourist area. And sample size was 213 people based on Cochran formula. And sampling method was nonrandom convenience. Cronbach's alpha and combined reliability were used to confirm the reliability of the questionnaires, and confirmatory factor analysis was used to confirm its validity. The obtained values showed the reliability and validity of the questionnaire. The results of the study, using structural equation modeling method and PLS software, showed that the personal values of Binalood tourists affect the pro-environmental behavior of Binalood tourists.