Wildlife charisma and pro-environmental behaviour:A perspective from self-transcendent emotions theory

The pro-environmental behaviour (PEB) of visitors is critical to wildlife and habitat conservation. Using selftranscendent emotions theory, this study extends the literature on PEB in terms of wildlife charisma. This study specifically investigates the impact of wildlife charisma on PEB by addressing the mediating role of the emotional experience of awe and moderating role of literary association. Data were collected from 364 domestic tourists who visited a red-crowned crane reserve in China, which find that awe mediates the impact of wildlife charisma on PEB. Findings suggest that literary association plays a positive moderating role on the relationship between wildlife charisma and awe. This study not only verifies the original theoretical framework of selftranscendent emotions but also enriches the understanding of the factors that prompt the experience of awe through natural beauty within this framework. By introducing literary association, it offers a more comprehensive explanation of the relationship from appreciating beauty to experiencing awe. Wildlife reserve managers should not only emphasize the natural beauty of animals but also consider the connection between relevant wildlife and local cultural elements. This can guide people to appreciate the beauty of red-crowned crane and, in turn, influence visitors' PEB.