The Causal Model of The Intercultural Comparative of Value of Humanitarian and Selfish on the Environmentalist Behaviors: The Mediating Role of Awareness and Personal Norm

One of the problems of the world, is invironmental Protection. Awareness of environmental conditions has been the overall focus and knowledge and understanding of the environment.
Today, environmental issues have profoundly social context - cultural environment that we should pay attention to. Therefore, their awareness of environmental issues - is considered to be an undeniably necessary. Therefore, the main objective of this study was to evaluate the social and cultural factors affecting environmental attitude of tourists in 2016. In this survay research, data was collected by questionnaire. Statistical population includes foreign and domestic tourists in Fars. According to Cochran's formula, a sample of 260 tourists are selected and have been studied. Results showed that the value of humanitarian and selfish have indirect or indirect positive effect on the environmentalist behaviors of foreign and domestic tourists, through the mediation of environmental awareness and personal norms variables.