LAUSR

ABSTRACT Mount Damavand, the highest point in the Middle East and one of the most popular peaks in the region, is experiencing environmental degradation due to hikers’ activities, exacerbated by inadequate regulations and infrastructure to manage visitor volume and behaviour. This study delved into the pro-environmental behavioural intentions of hikers within the Mount Damavand National Park. Employing partial least square structural equation modeling (PLS-SEM), we examined a proposed framework extending the theory of planned behaviour by including the value-belief-norm theory and a formative approach to study constraints to pro-environmental behaviours of hikers. We analyzed a sample of 393 hikers. The findings underscored the effectiveness of amalgamating these theoretical frameworks and elucidated 46% of the variance in pro-environmental behavioural intention.