| Summary: | The rapid development of ecotourism provides a win–win path for ecological and environmental protection and sustainable economic development. However, environmental problems are increasingly prominent in ecotourism destinations, which seriously hinders their sustainable development. This study explored how environmental knowledge, environmental perceived value, perceived consumption effectiveness, and environmental attitudes stimulate and shape environmentally friendly tourist behaviors. A sample survey of 406 tourists at Taibai Mountain National Nature Reserve in China was conducted, and structural equation modeling (SEM) was used to assess the causal relationships in the formation of environmentally friendly behaviors. The results show that environmental knowledge has a significant positive impact on environmental attitudes, environmental perceived value, and perceived consumption effectiveness. Further, environmental perceived value has a significant positive impact on environmental attitudes and environmentally friendly behavior; environmental attitudes and environmental behavior have a significant positive impact; environmental awareness has a significant positive impact on environmental behaviors; and perceived consumption effectiveness has a significant positive impact on environmentally friendly behaviors and is the most important direct predictor. Overall, the results reveal the formation mechanism of environmental friendly behavior, and provide a scientific basis and theoretical support for the stimulation and shaping of environmentally friendly tourist behaviors in ecotourism destinations.
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