Green consumption intention and behavior of tourists in urban and rural destinations

Bibliographic Data

ID21600332
AuthorsTang Chengcai (0000-0001-5845-1881, Beijing International Studies University, corresponding author), Ying Han (0000-0002-4759-6839, Beijing International Studies University), Pin Ng (0000-0002-5018-9513, Northern Arizona University)
Year2023
Volume66
Issue10
Pages2126-2150
Publication date2023-08-24
Open AccessNo
TypeARTICLE
VenueJournal of Environmental Planning and Management (JOURNAL)
Journal identifiersISSN: 0964-0568 • E-ISSN: 1360-0559
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/09640568.2022.2061927
OpenAlexW4224298833
LanguageEN
Citations received15
References cited64

The current explosive growth of global consumption has caused many environmental problems, so guiding and regulating the public’s green consumption intention and behavior is an important issue. By constructing the tourist green consumption model of urban and rural tourism destinations (TAM-TPB), this paper uses the PLS-SEM method to expound the realization path and mechanism of tourists’ green consumption intention in urban and rural destinations. The TAM-TPB model provides better explanatory and predictive power for urban destinations than for rural destinations. In addition, the perceived usefulness plays a significant mediating effect, especially in urban destinations, and the green consumption attitude will not mediate or directly affect consumption intention. Finally, there is a certain gap in tourists’ green consumption intention between urban and rural destinations, but it is limited to the paths from perceived ease of use to consumption attitude and from subjective norm to consumption intention.HighlightsThe paper studies the realization path and mechanism of tourists’ green consumption intention in urban and rural tourism destinations.The paper first applies TAM to tourism green consumption field, constructing the model of TAM-TPB by PLS-SEM.The TAM-TPB model provides better explanatory and predictive power for urban destinations than for rural destinations.The green consumption attitude does not mediate or directly impact consumption intention.The findings will contribute to enrich the theoretical system of tourism green consumption research and provide practical references for the guidance of public green consumption behavior and the transformation of green consumption

Advertising · Business · Destinations · Economic geography · Economics · Geography · Green Consumption · Microeconomics · Sociology · Tourism · Digital Marketing and Social Media · Environmental Sustainability in Business · Technology Adoption and User Behaviour · Marketing

Tools

Open DOI