Moral Norms in Action: Understanding the Interplay of Visitors' Motivations, Pro‐Environmental Personal Norms, and Satisfaction in a Protected Area Context

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Moral norms are vital for comprehending responsible environmental behaviour. When individuals perceive that their actions are aligned with these norms, they often experience feelings of pride, fulfillment, and satisfaction. However, the literature has not yet explored the potential role of pro‐environmental personal norms (PEPN) in visitor satisfaction or whether visitor motivations can influence or activate them. This study investigates the link between visitors' motivations, PEPN, and satisfaction in a protected area (PA) context. Using PLS‐SEM, our findings suggest that nature‐related motivations significantly influence PEPN, which in turn influences satisfaction towards the PA. PEPN was found to be a complementary mediator in the motivation‐satisfaction relationship, with education emerging as the only sociodemographic factor influencing PEPN. This study offers an important theoretical contribution to better understand visitor dynamics within PAs and contributes to the development of strategies that seek to balance environmental conservation with the improvement of visitor experiences.