The Mediatıng Role of Conservation Commitment in the Effect of Value Orientations on Environmentally Responsible Behavior

Abstract

Purpose – The aim of this study is to identify the effect of value orientations of individuals residing in Balıkesir and participating in nature-based tourism activities on environmentally responsible behaviors and the mediating role of conservation commitment in this effect.
Design/methodology/approach – In Balıkesir, a destination of significant importance for Turkish tourism, a total of 417 surveys were collected from the local population using the convenience sampling method. The research model designed to examine the mediating role of conservation commitment in the effect of value orientations on environmentally responsible behavior was analyzed using structural equation modeling.
Results – According to the findings, there are strong and positive relationships between value orientations and environmentally responsible behaviors and conservation commitments. The structural equation modeling conducted revealed that individuals' value orientations have a positive effect on environmentally responsible behavior. Additionally, the results of the bootstrap test indicated that the conservation commitment variable plays a significant mediating role in the effect of value orientations on environmentally responsible behavior.
Discussion – Upon reviewing the conducted studies, the structural validity of the value orientations scale was established. However, since no studies were found that examined the mediating role of conservation commitment in the effect of value orientations on environmentally responsible behaviors, this study was deemed necessary.