This study examines farmers' intentions towards pro-environmental behavior in a famous tourist village in China called Guanshan, whose ecological environment is polluted. By adopting the empirically validated norm activation model (NAM) of Schwartz and merging it with Vroom's expectancy theory, the current research aims to develop a refined framework for understanding the formation of and predicting changes in pro-environmental intention. Field surveys were conducted in Guanshan, which resulted in sample data consisting of 275 valid responses collected by the research team. We develop a refine...
