A multilevel analysis of ''Leave No Litter" (LNL) intention of Hong Kong hikers

Along the line that "Leave No Litter" (LNL) in protected areas is promoted globally, Hong Kong launched its LNL campaign in 2016. The success of the campaign is critically dependent on the compliance of the park visitors. Because behavioral intention is influenced by determinants of different domains, this study adopted a multilevel perspective to examine how demographic, psychological, and situational variables affected LNL intention using a voluntary response sample of 374 hikers in Hong Kong. The results indicated that attitude, perceived behavioral control, and preparedness were significant predictors of LNL intention, indicating the direct associations between them. Furthermore, preparedness mediated the effects of attitude, subjective norm, and perceived behavioral control on LNL intention. The findings of this paper may contribute to the body of knowledge on pro-environmental behavior of recreationists by providing a novel understanding of LNL intention of Hong Kong hikers. Furthermore, this study may cast light on the sustainable management of protected areas in Hong Kong as well as cities around the world.