Marilena Vecco

Understanding pro-environmental behaviors in protected areas is vital for effective resource management, visitor management, infrastructure development, and conservation strategies. Therefore, this study aims to assess environmentally friendly practices and behaviors (eco-practices) of visitors (demand side) and entrepreneurs and tour operators (supply side) to explore the implications for the long-term sustainability of the protected area. The study utilizes the shared value framework and the value-belief-norm theory extended to environmentalism to investigate the relevant values for pro-environmental behaviors. The paper focuses on the Asinara National Park in Italy. It employs a partial least squares-structural equation model to analyze the pro-environmental behavior and willingness to commit to conservation goals. The findings reveal that visitors demonstrate a willingness to commit to eco-practices in a protected area based upon non-extractive cultural ecosystem services (path coefficient = 0.196*) and accept earmarked taxation (path coefficient = 0.254***), which indicates their loyalty and satisfaction with their visit. On the other hand, entrepreneurs are motivated by internally adopted ecological practices (path coefficient = 0.509***) and altruistic reasons (path coefficient = 0.377**). In conclusion, the study emphasizes aligning service and facility supply with demand and the mission of protected areas to achieve balanced and sustainable resource management. By understanding and promoting pro-environmental behaviors, long-term resilience can be ensured for protected areas, benefiting both the environment and the visitors.

Acknowledgments
We would like to thank the participants of the XI Workshop on Institutions, Individual Behavior and Economic Outcomes, Session Environmental and Ecological Economics, Corte (France) and at the Research Meeting Seminar, Burgundy School of Business, Dijon (France) for their helpful comments. We also thank Fondazione di Sardegna (Economia e Benessere tra Società e Istituzioni), grant 2022–2023, Programme 2014–2020 INTERREG V-A Italy – France Maritime (grant EcoSTRIM), and Fondo di Ateneo UNISS 2020 for financial support.