A Study on the Relationship between Environmental Cognition, Empathy with Nature and Environmental Responsibility Behavior of Coastal Tourists 
Liu Jinshuo  Geng Qinghui  Yang Wenwu

Business School Qingdao University，Qingdao City Shandong Province，266071；

Abstract: Coastal tourism is vital for sustainable regional development, yet motivating visitors to engage in proactive environmental stewardship remains a challenge. Drawing on social-cognitive and cognition–emotion–behavior theories, this study integrates knowledge and affect by modeling how environmental knowledge and awareness jointly translate into two forms of responsible behavior—maintenance and promotion—through the mediating lens of empathy with nature. Survey data confirm that both cognitive dimensions significantly enhance nature empathy, which in turn fully mediates their positive effects on maintenance and promotion behaviors. The findings reveal a “unity-of-knowledge-and-emotion” pathway that prior fragmented studies overlooked, offering coastal managers evidence-based levers: intensify interpretive education, design empathy-evoking experiences, and invite tourists into participatory conservation activities tailored to site-specific contexts.

Keywords: Environmental responsibility behavior;Environmental cognition;Empathy with nature;Coastal tourism

References

[1]Liu,J.,Wang,H.Z.,Fan,A.L.,&Qi,Y.(2020).Public participation mechanism in coastal tourism environmental governance:A case study of Qingdao's Enteromorpha damage.Transactions of Oceanology and Limnology, (5),10.

[2]Zhang Y, Moyle B D, Jin X. Fostering visitors’ pro-environmental behaviour in an urban park[J]. Asia Pacific Journal of Tourism Research,2018,23(7):691-702.

[3]Pong,V.,&Tam,K.P.(2023).Relationship between global identity and pro-environmental behavior and environmental concern:A systematic review.Frontiers in Psychology,14,1033564.

[4]Hall,C.M.(2001).Trends in ocean and coastal tourism:The end of the last frontier?Ocean&Coastal Management,44(9-10),601-618.

[5]Clavé,S.A.,&Wilson,J.(2017).The evolution of coastal tourism destinations:A path plasticity perspective on tourism urbanisation.Journal of Sustainable Tourism,25(1),96-112. 

[6]Liu,J.,&Wang,H.Z.(2020).Drivers of tourists' environmentally responsible behavior:A case study of coastal scenic areas in China.Areal Research and Development,39(6),84–90,97.

[7]Yang,W.W.,&Geng,Q.H.(2025).Impact of destination support on environmental responsibility behavior of individual tourism operators:The mediating role of place identity.Environmental Protection Science,51(1),59–67.

[8]Borden,R.J.,&Schettino,A.P.(1979).Determinants of environmentally responsible behavior.The Journal of Environmental Education,10(4),35-39.

[9]Qiu,H.L.,Fan,J.,&Zhao,L.(2018).Review and prospects of research on tourists' environmentally responsible behavior.Tourism Tribune,33(11),122-138.

[10]Cheng,W.J.,Cheng,S.Y.,&Liu,Q.(2022).The impact of tourism destination social responsibility and place attachment on environmentally responsible behavior:A case study of Yuelu Mountain Scenic Area in Changsha.Areal Research and Development,41(5),112-118.

[11]Zhen,Z.,&Tian,H.(2017).A new approach to pro-environmental behavior research: Integration of rationality and sensibility. Psychological Research,10(3),41-47.

[12]Liu,J.,&Wang,H.Z.(2020).Research on the Driving Mechanism of Tourists 'Environmental Responsibility Behavior:A Case Study of China's Coastal Scenic Areas[J].Regional Research and Development,39(06),84-90+97.

[13]Frick,J.,Kaiser,F.G.,&Wilson,M.(2004).Environmental knowledge and conservation behavior:Exploring prevalence and structure in a representative sample.Personality and Individual Differences,37(8),1597-1613. 

[14]Sobel,D.(1999).Beyond ecophobia:Reclaiming the heart in nature education.Nature Study,49(3-4),16-20.

[15]Yue,T.,Wang,Q.R.,Chen,H.,Li,M.T.,&Liu,H.W.(2022).The impact of individual emotions on residents' voluntary carbon reduction behavior from an impression management motivation perspective.Journal of Jiangnan University(Humanities and Social Sciences Edition),21(2),40-52.

[16]Bandura,A.(1982).Self-efficacy mechanism in human agency.American Psychologist,37(2),122.

[17]Li,X.Q.,Li,Y.H.,&Xiao,L.M.(2021).Personal values,farmers' willingness and pro-environmental behavior decision-making:An empirical study based on farmer questionnaires in Anze County,Shanxi Province.Forestry Economics,43(4),17-29.

[18]Koster,S.E.,&Langley,D.J.(2013).Modeling individual and collective opinion in online social networks:Drivers of choice behavior and effects of marketing interventions.Proceedings of the European Marketing Academy Conference(pp. 4–7).Istanbul,Türkiye.

[19]Li,Y.P.,Liu,Y.N.,&Yang,X.X.(2024).The impact of virtual tourism experience on on-site travel intention in karst tourism destinations:A case study of Wulong Karst Tourism Area.Carsologica Sinica,43(2),463-475. 

[20]Rosenberg,M.J.(1960).Cognitive,affective,and behavioral components of attitudes.In C.I.Hovland&M.J.Rosenberg(Eds.),Attitude organization and change(pp.1-14).Yale University Press.

[21]Kuo,N.T.,Cheng,Y.S.,Chang,K.C.,Hu,H.H.,&Lin,Y.H.(2021).How social capital affects support intention:The mediating role of place identity.Journal of Hospitality and Tourism Management,46,40-49.

[22]Zhang,H.P.,Xiong,K.N.,Fei,G.Y.,Jin,A.,&Zhang,S.R.(2023).Factors influencing the conservation intentions of visitors to a world heritage site:A case study of Libo Karst.Sustainability,15(6),5370.

[23]Zheng,W.,Qiu,H.L.,Morrison,A.M.,Wei,W.,&Zhang,X.H.(2022).Rural and urban land tourism and destination image:A dual-case study approach examining energy-saving behavior and loyalty.Land,11(2),146.

[24]Chang,K.C.,Cheng,Y.S.,Kuo,N.T.,et al.(2023).Impacts of tourists' shopping destination trust on post-visit behaviors:A loss aversion perspective.International Journal of Hospitality&Tourism Administration,40 .

[25]Han,H.(2021).Consumer behavior and environmental sustainability in tourism and hospitality:A review of theories, concepts,and latest research. In Sustainable consumer behaviour and the environment(pp.1-22).

[26]Sun,Y.H.,Liu,N.N.,&Zhao,M.Z.(2019).Factors and mechanisms affecting green consumption in China:A multilevel analysis.Journal of Cleaner Production,209,481–493. 

[27]Li,Q.C.,&Zhou,L.Q.(2014).The influence of social capital on tourists' environmentally friendly behavior intentions. Tourism Tribune, 29(9),73–82.

[28]Tisdell,C.,&Wilson,C.(2005).Perceived impacts of ecotourism on environmental learning and conservation:Turtle watching as a case study.Environment,Development and Sustainability,7,291-302.

[29]Yue,T.,Wang,Q.,Long,R.,Chen,H.,Li,M.,&Liu,H.(2022).Impact of urban residents' environmental cognition on voluntary carbon-reduction behavior: The mediating role of environmental emotion.International Journal of Environmental Research and Public Health,19(23),15710.

[30]Hu,Y.X.,Li,S.T.,Chen,R.R.,&Tian,H.(2021).Research progress on pro-environmental behavior in the past 20 years.Psychological Research,14(5),428-438.

[31]Batson,C.D.,Batson,J.G.,Slingsby,J.K.,Harrell,K.L.,Peekna,H.M.,&Todd,R.M.(1991).Empathic joy and the empathy-altruism hypothesis.Journal of Personality and Social Psychology,61(3),413-426.

[32]Pearce,H.,Hudders,L.,Vande Sompel,D.,&Cauberghe,V.(2021).Motivating children to become green kids:The role of victim framing, moral emotions, and responsibility on children's pro-environmental behavioral intent.Environmental Communication,15(7),969-985.

[33]Liu,P.,Teng,M.,&Han,C.(2020).Howdoes environmental knowledge translate into pro-environmental behaviors?:The mediating role of environmental attitudes and behavioral intentions.Science of the Total Environment,728,138126.

[31]Chen,X.,&Cheng,Z.(2023).The impact of environment-friendly short videos on consumers' low-carbon tourism behavioral intention:A communicative ecology theory perspective.Frontiers in Psychology,14,1137716.

[32]Hong,D.Y.(2006).Measuring environmental concern:Evaluation of the New Ecological Paradigm(NEP)scale in China.Chinese Journal of Sociology,(5),71-92,207. 

[33]Zong,Y.,&Wang,G.X.(2017).The relationship between anthropomorphism of nature and college students' pro-environmental behavior:The mediating role of empathy with nature.Psychology:Techniques and Applications,5(11),654–664.

[34]Li,Q.C.,&Zhou,L.Q.(2014).The influence of social capital on tourists' environmentally friendly behavioral intentions.Tourism Tribune,29(9),73–82.

[35]Kong,Y.D.,Huang,Z.X.,Tao,Z.M.,&Liu,Q.(2019).The influence mechanism of tourists' environmentally responsible behavior based on rurality perception:A case study of Jiangning District,Nanjing.Journal of Nanjing Normal University(Natural Science Edition),42(1),124-131.