Green Paradox in Emerging Tourism Supply Chains

Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image

Dados Bibliográficos

ID15480662
AutoresM I Khan (0000-0002-1526-9032, Capital University of Science and Technology), Shahbaz Khalid (0009-0007-7440-6977, Capital University of Science and Technology), Umer Zaman (0000-0002-3729-3543, Woosong University, autor correspondente), Ana José (0000-0002-3297-5334, Polytechnic Institute of Portalegre), Paulo Ferreira (0000-0003-1142-3538, University of Évora)
Ano2021
Volume18
Fascículo18
Páginas9626-9626
Data de publicação2021-09-13
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoInternational Journal of Environmental Research and Public Health (JOURNAL)
Identificadores do periódicoISSN: 1661-7827 • E-ISSN: 1660-4601
EditoraMultidisciplinary Digital Publishing Institute (PUBLISHER • CH)
DOI10.3390/ijerph18189626
PMID34574552
OpenAlexW3201648440
IdiomaEN
Citações recebidas8
Referências citadas124

Globally, green consumption behavior has radically changed green product lifecycles as well as green product branding to eliminate the environmental impact of global tourism. The purpose of the current study is to examine green consumption intention in the hospitality and tourism industry as an outcome of green supply chain management and strategic green marketing orientation. It also aims to investigate the green brand image and green social responsibility in a mediated-moderation mechanism to induce green consumption. Based on the deductive approach, and cross-sectional quantitative data of 317 hotel visitors/guests in the northern tourism hotspots in Pakistan, the hypothesized relationships were tested through the structural equation modeling technique with partial least squares. The findings empirically establish that green supply chain management and strategic green marketing orientation have positive and significant effects on green consumption intention. Further, environmental concern (i.e., green image) partially mediates the relationship between strategic green marketing orientation, green supply chain management, and green consumption behavior. The results also revealed that brand social responsibility does not moderate green image and green consumption behavior. These stimulating new findings guided by the signaling theory, provide strategic insights that help to upgrade the tourism supply chains and enabling them to become green

Business · Consumption (sociology · Economics · Green Consumption · Green Marketing · Microeconomics · Moderation · Production (economics · Sociology · Structural equation modeling · Supply chain · Tourism · Consumer Behavior in Brand Consumption and Identification · Environmental Sustainability in Business · Psychology · Sustainable Supply Chain Management · Marketing