Applying the Value-Belief-Norm Theory to Marine Contexts: Implications for Encouraging Pro-Environmental Behavior

Encouraging pro-environmental behavior among protected area visitors and other stakeholders has become a priority for marine resource managers. However, there exists a lack of understanding of the human dimensions of resource management regarding the perceptions and attitudes of stakeholders. Using the value-belief-norm theory of environmentalism (VBN) as a framework, the purposes of this investigation were to: 1) test a model of variables that influence stakeholders' intentions to adopt pro-environmental behavior in two marine protected areas (i.e., the Great Barrier Reef Marine Park and the Florida Keys National Marine Sanctuary); and 2) using the relevant literature and information gleaned from the model, suggest techniques that managers can use to encourage pro-environmental intentions. Acceptable goodness-of-fit indices for both of the structural equation models (one for each protected area) provided empirical support for the usefulness of the VBN framework to guide both research in marine contexts and marine protected area management efforts to encourage stakeholders' intentions to engage in pro-environmental behavior. Specific suggestions include increasing stakeholders. knowledge about impacts via environmental education strategies, increasing their awareness of their impacts and their efficacy in mitigating those impacts (e.g., workshops), and developing interpersonal relationships among managers and stakeholders (e.g., implementation intention and follow-up strategies).