Influencing Factors and Transmission Mechanisms of Pro-Environmental Behavior: Evidence from Tea Farmers in Wuyishan National Park

Tea farmers in Wuyishan National Park face the dual challenges of promoting sustainable tea production while adhering to strict ecological protection policies. This study investigates the key factors influencing tea farmers’ pro-environmental behavior and the transmission mechanisms that encourage the adoption of sustainable development. Based on the theory of planned behavior, the theory of externalities, and place attachment theory, 346 valid questionnaires were collected through household interviews across 12 villages within Wuyishan National Park and its surrounding areas. The results indicate that environmental responsibility and concern for community well-being are major motivators of pro-environmental behavior. Market orientation, production intensification, and adoption of clean technologies significantly enhance environmental outcomes at the farm level. While ecological compensation policies help offset the costs of conservation, their impact is constrained by inconsistencies in standard-setting and implementation. The establishment of the national park has enhanced pro-environmental behavior among farmers within the park and influenced those in peripheral areas by strengthening place attachment and social norms. Tea farmers in the core areas of the national park exhibit higher levels of pro-environmental behavior compared to those on the periphery. This study offers several policy recommendations and contributes new insights into understanding the mechanisms behind tea farmers’ pro-environmental behavior within national park contexts, providing valuable reference for pro-environmental practices in the global protected area system.