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EMAC 2020 Annual Conference

Examining the relationship between place attachment and pro-environmental behaviour in the context of national parks

Published: May 27, 2020


Kata Kasza-Kelemen, Marketing Insitute / Corvinus University of Budapest


place attachment; pro-environmental behaviour; SEM


A promising way to understand the process of commitment to pro-environmental behaviour is to examine how the relationship between the individual and the place is establishing. Beyond emotional bonding, the thorough knowledge of the place (destination) increases the probability that the individual will demonstrate a protecting behaviour regarding the aforementioned place (Kals, Schumacher and Montada, 1999). The positive effect of place attachment on pro-environmental behaviour, including the context of leisure activities has been proven by several studies (Halpenny, 2010; Ramkissoon, Weiler and Smith, 2013). At the same time, knowledge of the spillover effect of such changes in behaviour remains limited. The aim of this study is to contribute to filling the research gap by further examining this field. The results confirmed the positive effect of place attachment on pro-environmental behaviour. By differentiating high- and low-effort behavioural patterns, place attachment was confirmed to have a stronger effect on high-effort behavioural intentions.