Unraveling Tourist Behavior in Tehran’s Rural Fringe : Moral Norms and Environmental Concerns in Shemiranat’s Biodiversity
This study extends the Theory of Planned Behavior by incorporating moral norms and environmental concerns to investigate factors influencing tourists’ biodiversity conservation behaviors in ecologically sensitive destinations. The extended TPB model examines environmental attitudes, subjective norms, perceived behavioral control, moral norms, and environmental concerns. Using a mixed-method approa
