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Understanding relationships between centrality to life and the Theory of Planned Behavior (TPB) may provide further insight on wildlife-related behaviors, as the literature suggests both have effects on behavioral intentions. Using a survey ( n  = 219) of participants at musk ox safaris in Dovrefjell Norway, we investigated relationships between centrality to life and TPB, as well as musk ox safari participation’s perceived effects on intentions to perform three pro-environmental behaviors. Relationships were analyzed using three partial least squares structural equation models (PLS-SEM) that had R 2  values of .46, .49, and .47, indicating satisfactory predictive validity. Centrality to life was related to two of TPB’s dimensions: attitudes and subjective norms. Furthermore, centrality was associated with intentions to perform all three pro-environmental behaviors. We concluded that short-duration wildlife watching activities based on a single species can be positively related to participants’ intentions, and centrality can add further insight to the TPB.

Centrality to life and the theory of planned behavior: the case of musk ox safaris in Dovrefjell-Sunndalsfjella National Park, Norway