A study of factors influencing ecological product purchase behavior of tourists in national parks

The ecotourism industry plays a crucial role in promoting the realization of ecological product value within national parks, with tourists serving as key participants in this process. This paper takes Tangjiahe Area of Giant Panda National Park as an example, builds a structural equation model by expanding the planned behavior theory, explores the influencing factors of tourists′ attitude and behavior towards ecological products purchase, and verifies the different influencing mechanisms of environmental concern and destination attachment on ecological products purchase behavior. The findings reveal that: (1) Environmental concern positively influence behavioral attitude, subjective norm, and destination attachment; however, it do not directly promote purchase intention or behavior. (2) Destination attachment has a positive impact on behavioral attitude, subjective norm, perceived behavioral control, purchase intention, and behavior. (3) Behavioral attitude, perceived behavioral control, and destination attachment significantly and positively affect the purchase intention of ecological products. (4) Both perceived behavioral control and purchase intention directly influence purchase behavior in a positive manner; among these variables, intention exhibited the greatest predictive power for behavior. (5) Higher environmental concern groups and general environmental concern groups display significant negative and positive differences in certain influence paths respectively.