Extending the knowledge-attitude-practice model to exploring the role of environmental literacy in shaping...

Forests are ecologically fragile destinations where ecotourists' behavior directly affects conservation outcomes. This study extends the Knowledge-Attitude-Practice (KAP) model by positioning Environmental Literacy (EL) as a precursor to knowledge and by disaggregating knowledge into three dimensions including awareness of environmental issues, sustainable practices knowledge, and perceived impact of individual actions. Data were collected through a structured questionnaire survey of 398 forest ecotourists in Iran and analyzed using structural equation modeling. The extended model explained a substantial proportion of the variance in pro-environmental attitudes and behaviors, highlighting the central role of EL in shaping both knowledge and attitudes. Results show that EL strengthens tourists' awareness, equips them with sustainable practices knowledge, and reinforces their belief in the effectiveness of individual actions. Attitude emerged as the strongest determinant of pro-environmental behavior, while perceived impact of actions was the most influential knowledge component in shaping attitudes. These findings contribute to theory by refining the KAP model to integrate EL and differentiated knowledge pathways, and to practice by emphasizing the importance of literacy-focused interventions and attitudinal engagement strategies. Strengthening tourists' EL and reinforcing their sense of individual impact can substantially enhance pro-environmental behavior in ecotourism contexts.