Going Green
The Key to Winning Over the Next Generation of Travellers
Dados Bibliográficos
| ID | 22007201 |
|---|---|
| Autores | Neringa Vilkaite-Vaitone (0000-0002-4208-149X, Vilnius Gediminas Technical University, autor correspondente), Ilona Skačkauskienė (0000-0002-5078-3678, Vilnius Gediminas Technical University) |
| Ano | 2026 |
| Volume | 16 |
| Fascículo | 1 |
| Data de publicação | 2026-01-01 |
| Peer Reviewed | Sim |
| Open Access | Sim |
| Tipo | ARTICLE |
| Periódico | SAGE Open (JOURNAL) |
| Identificadores do periódico | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Editora | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440251414859 |
| OpenAlex | W7125504396 |
| Idioma | EN |
| Referências citadas | 81 |
The research examined how green marketing perception affects tourists’ green purchasing behaviour, using the stimulus-organism-response (SOR) framework, with green marketing perception as the stimulus and green trust and concern as the organism, leading to purchasing intention and actual behaviour as the response. It identified green trust and concern as mediators and age as a potential moderator. Data were collected through a non-probability, web-based self-administered survey of 693 tourists who had visited the Canary Islands within the previous 12 months. The data were analysed using Partial Least Squares Structured Equation Modelling (PLS-SEM) with SmartPLS 4.0, chosen for its suitability for predictive and complex models. The results confirmed that green marketing perception significantly predicted purchase intention (β = 0.441, p p p p p p p
Consumer behaviour · Green Marketing · Partial least squares regression · Perception · Purchasing · Structural equation modeling · Diverse Aspects of Tourism Research · Environmental Education and Sustainability · Environmental Sustainability in Business
Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy
Why Tourists Choose Airbnb
Application of the extended VBN theory to understand consumers’ decisions about green hotels
A new model for testing green consumer behaviour
Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective
Atmospheric qualities of online retailing
Cutoff criteria for fit indexes in covariance structure analysis
The theory of planned behavior
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
The way we live, the way we travel
The Elaboration Likelihood Model of Persuasion
Green Paradox in Emerging Tourism Supply Chains
Green purchase behavior of undergraduate students in Hong Kong
The effect of destination social responsibility on tourist environmentally responsible behavior
Green Marketing to Gen Z Consumers in China
| Velocidade de citação | historical |
|---|---|
| Altamente citado | Não |