How to Motivate Individuals to Take Responsible Ocean Action: the Mediate Effect of Attitude Towards the Ocean
Abstract When considering how to improve public literacy and behavior related to specific themes, top priority is usually given to strategies to enhance knowledge and understanding. However, recent evidence has shown that attitude could be an important factor in the development of behavior. The aim of this study is to explore the relationships among ocean knowledge, attitude towards the ocean, and intention to take responsible behavior in the marine setting. After recruiting a total of 266 volunteers, participants’ ocean knowledge, their attitudes towards the ocean, and their intention to behave responsibly were evaluated using questionnaires. The results indicate that attitude may be more important than knowledge in terms of the effect on intention, and a person’s attitude towards the ocean may indeed be the full mediator between ocean knowledge and their intention to show responsible marine behavior. Based on these results, the development of marine policy and public education should consider the importance of attitude in achieving the primary aim, of ensuring that people engage in responsible ocean behavior. At the same time, it is noted that appropriate knowledge provides people with insights that may determine the correctness of their behavior.