How to Motivate Individuals to Take Responsible Ocean Action: the Mediate Effect of Attitude Towards the Ocean

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.

A Study of Cyclists, Participation Motivation, Serious Leisure and Recreational Specialization

The purpose of this study is to analyze the structural relationship among cyclists’ participation motivation; serious leisure and recreational specialization. In this study, cyclists were used as the research object, non-random sampling method was used, and a total of 237 effective questionnaires were collected. After descriptive statistics and partial least squares (PLS) statistics analysis, the results show that: the cyclists’ participation motivation is higher, their characteristics of serious leisure are more obvious, and the recreational specialization also higher; and cyclists have characteristics of serious leisure their recreational specialization is also higher. In addition, the study also confirms that serious leisure has a mediate effect on recreational specialization.

An Empirical Study on How Climate and Environmental Issues Awareness Affects Low Carbon Use Behaviour

Using survey, we discuss how climate and environmental issues awareness affects residents’ low carbon use behaviour. The results are following. Firstly, climate and environmental issues awareness positively affects residents’ low carbon use. Secondly, perceived effectiveness has mediate effect on the relationship between climate and environmental issues awareness and low carbon use behaviour partly. Thirdly, perceived value has negative moderate effect on the relationship between climate and environmental issues awareness and low carbon use conduct. The results of this study show that when residents feel higher perceived value about their low carbon consumption, they will engage in low carbon use even with lower climate and environmental issues awareness. It tells us that we should treat the residents differently with classification when advocate low carbon use. Specifically, there are some product and service in which consumers can gain high perceived value if the residents frugally use them with high efficiency. And we need to make effort to the following things: we improve the perceived value with hard working, and on the other hand, we make enough effort to enable the residents to deeply experience the perceived value via multiple means.

PERAN KEUNGGULAN BERSAING DALAM MEMEDIASI CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KINERJA PEMASARAN (Studi Kasus Pada Bank Perkreditan Rakyat se-Provinsi Bali)

The purpose of this study is to explain the relationship between customer relationship management on the marketing performance of Rural Bank of Bali province and competitive advantage as mediating variables. The variables examined in this study are customer relationship management, marketing performance and competitive advantage. The number of samples obtained was 120 marketing staff, Marketing Manager or owner of Rural Credit Bank in Bali Province. Data were collected through questionnaires. The analysis technique test using path analysis. Based on the analysis found the result that customer relationship management have a positive and significant effect on marketing performance Rural Credit Bank in Bali Province, customer relationship management have a positive and significat effect on competitive advantage of Rural Credit Bank in Bali Province, competitive advantage have a positive and significat effect on marketing performance of Rural Credit Bank in Bali Province, competitive advantage mediate effect of customer relationship management on marketing performance of Rural Credit Bank in whole of Bali Province. Keyword : Customer Relationship Management, marketing performance, competitive advantage.