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This research aims to investigate tourists' sustainable consumption values and choice behaviour regarding green products in Europe by integrating the Theory of planned behaviour (TPB) and consumption values (TCV). This study also compares the decisions of European and non-European tourists to purchase green products and services while travelling in...
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... moderating influence of GPK is depicted in Fig. 3. The effects of the moderators high (+1 SD above the mean), normal, and low ( 1 SD below the mean) are shown by orange, red, and blue lines, respectively. Fig. 3a and 3b exhibit strong GPK (+2 SD) consequences in lower GA & GPI for the European group and a low GPK ( 0.4 SD) for the nonEuropean group. Fig. 3c and 3d show that EK has no ...
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... moderating influence of GPK is depicted in Fig. 3. The effects of the moderators high (+1 SD above the mean), normal, and low ( 1 SD below the mean) are shown by orange, red, and blue lines, respectively. Fig. 3a and 3b exhibit strong GPK (+2 SD) consequences in lower GA & GPI for the European group and a low GPK ( 0.4 SD) for the nonEuropean group. Fig. 3c and 3d show that EK has no moderate effect on SN & GPI in the European group but a strong GPK (+1 SD) consequence on stronger SN & GPI for the non-European group. Nevertheless, Fig. 3b, c, f ...
Context 3
... influence of GPK is depicted in Fig. 3. The effects of the moderators high (+1 SD above the mean), normal, and low ( 1 SD below the mean) are shown by orange, red, and blue lines, respectively. Fig. 3a and 3b exhibit strong GPK (+2 SD) consequences in lower GA & GPI for the European group and a low GPK ( 0.4 SD) for the nonEuropean group. Fig. 3c and 3d show that EK has no moderate effect on SN & GPI in the European group but a strong GPK (+1 SD) consequence on stronger SN & GPI for the non-European group. Nevertheless, Fig. 3b, c, f also confirms that EK has no moderating effects on the PBC-GPI relationship for European and non-European ...
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... respectively. Fig. 3a and 3b exhibit strong GPK (+2 SD) consequences in lower GA & GPI for the European group and a low GPK ( 0.4 SD) for the nonEuropean group. Fig. 3c and 3d show that EK has no moderate effect on SN & GPI in the European group but a strong GPK (+1 SD) consequence on stronger SN & GPI for the non-European group. Nevertheless, Fig. 3b, c, f also confirms that EK has no moderating effects on the PBC-GPI relationship for European and non-European ...
Citations
... The theory of reasoned action has been applied to tourist destination behavioral intentions (Lam & Hsu, 2006), tourist behavior and shopping intention (Lo & Qu, 2015), tourist visa intentions , etc. The theory of planned behavior is based on the expansion of the theory of reasoned action, so it has also been widely used in the study of tourists' travel behavioral intentions, such as tourists' motivation and actual behavior , tourists' pro-environmental behavioral intentions (Zheng et al. al., 2022;Wang et al., 2020), European tourists' choice behavioral intention towards green products (Nekmahmud et al., 2022), etc. However, based on the limitations of the theory of reasoned action and the theory of planned behavior, whether it can fully predict tourists' travel behavior has been questioned. ...
This study investigates Chinese theme park tourists' behavioral intentionsthrough the lens of the Model of Goal-Directed Behavior (MGB), elucidating theeffects of COVID-19 risk perceptions. A survey of 390 tourists was analyzedusing structural equation modeling. Results demonstrate tourists' epidemic riskperceptions significantly reduce desires and intentions to visit theme parks.Meanwhile, positive attitudes and emotions encourage desires, despite norms andcontrol being insignificant. The findings imply safety assurances and bolsteringpositive messaging could mitigate adverse risk impacts and foster theme parkindustry recovery. This research pioneers application of MGB in examiningtourism behavioral motivations during an enduring health crisis.
... Recently, researchers have examined the impact of behavioral intention, environmental knowledge, and risk perception on sustainable consumption among European citizens (Saari et al., 2021). A model has also been developed to examine sustainable consumption among European/non-European consumers who buy green products and services (Nekmahmud et al., 2022b). However, the determinant of GB may Suggests that an individual's green self-image is positively related to their life satisfaction. ...
... GPT refers to the willingness of consumers to rely on environmentally-friendly products based on their belief, reliability, performance, and expectations about their environmental impact (Nekmahmud et al., 2022b). It is a crucial factor in green marketing that accelerates consumer GB. ...
... Additionally, we found that cultural influence and generational characteristics have an impact on this behavior trend. In particular, the outcomes of the study revealed that attitude, GPV, GPT, and PBC towards GB conform to past studies that examined similar factors (Nekmahmud et al., 2022b) but not for GEA. Similarly, the model explained a satisfactory level of 58 % coefficient of determination for the determinant of GB for both countries. ...
This research aims to investigate the factors that influence green behavior in two developing countries, Malaysia and Nigeria. The study is based on the theory of planned behavior (TPB) and reasoned action (TRA), and it includes additional factors such as green culture, green product trust, product value, price sensitivity, and environmental awareness. A total of 547 participants were surveyed using a quantitative approach. The results from the multi-group (MGA) and partial least squares-structural equation modeling (PLS-SEM) analyses indicated that the extended TPB/TRA model is valid in the chosen developing nations. The multi-country model shows a significant difference, especially in the path connecting attitude and price sensitivity towards green behavior. Consumers in both countries have a positive attitude towards environmental protection and exhibit a green culture towards eco-friendly practices. In both models, green product trust and value have a positive relationship with green behavior, but not with environmental awareness. Perceived behavioral control is positively linked to green behavior in Nigeria, but not in Malaysia. Green culture is the strongest predictor of green behavior, more so than attitude. These stimulus factors were stronger in Nigeria. In both countries, the relationship between green culture, price sensitivity, perceived behavioral control, and green behavior is mediated by attitude. The study suggests that consumers in the chosen developing nations are gradually embracing eco-friendly practices. The findings highlight the importance of promoting environmental awareness to encourage green behavior towards nature. The study further discusses the implications of these findings.
... Addressing global and environmental issues such as global warming, pollution, and climate change (Nekmahmud et al., 2022) need to transform human behaviour towards more sustainable approaches to consumption (Han, 2020). According to Lee and Lee (2015), "environmentally friendly consumption purchasing green products or services, anti-consumption and sustainable disposal practices during travelling." ...
... This section discusses the recent research carried out around green hotel visit intention. Nekmahmud et al. (2022) investigated tourists' sustainable consumption values and choice behaviour regarding green products in Europe by integrating the Theory of planned behaviour (TPB) and consumption values. The results show that for both European and non-European tourist groups, environmental attitudes, environmental knowledge, subjective norms, perceived behavioural control, conditional value, and emotional value have a substantial positive link with green purchase intentions. ...
Green hotels are those that prioritize the environment by using less energy, raw materials, and water while still delighting guests and offering top-notch services. Many people wish to travel more sustainably. The hotel booking website-Booking.com has discovered that 71 percent of respondents expected to travel more sustainably, up 10% from the numbers from 2021. More than half said they are more committed to choosing eco-friendly travel options this year. The purpose of this study was to use the Green Lodging Service Quality Scale (GLSERV) to examine how Generation Z visitors assessed the service quality of green hotels in relation to their intention to visit. Data from Generation Z was gathered using a casual research design. Data analysis was performed using regression analysis through SPSS software. The overall model's findings indicated that the service quality dimensions of tangibility, reliability, responsiveness, and empathy had a substantial impact on hotel visit intention, while the assurance factor had no bearing on hostel visit intention. Further, the study discussed the effect of gender on the relationship between perceived service quality and hotel visit intention.
... Technological advances have opened the avenues for product development and are taking the product assortment to a new height. At the same time, concern around sustainable consumption (Nekmahmud et al., 2022) is also increasing, given that our choices as consumers have resulting consequences at individual and community levels. Health, lifestyle, and wellness concerns have gained more prominence at the individual level. ...
... Environmental knowledge was identified as the third crucial factor in influencing consumer decision-making, which supports the previous literature in the area of sustainable consumption (Lin & Niu, 2018; as environmental knowledge will help the consumers to make choices while buying products that have a less detrimental impact on the environment. Social media impact (SMI) was also identified as a crucial factors in determining green purchase intention which supports the findings of Luo et al. (2020) and Nekmahmud et al. (2022). This shows that social media could be the way to disseminate information and engage customers regarding green products. ...
... Regional tourism economy heavily depends on the number of tourists, emphasizing the need for serious management and planning [12,13]. Governments play a crucial role in tourism development through regional planning, infrastructure construction, policy formulation, and regulation enforcement [14][15][16][17][18]. ...
Beach has become a part of tourism experience and it is one of the most important motivators for tourism. In order to attract tourists to come to visit, a beach should have a favorable image. Furthermore, nature and environmental awareness by tourists in a beach destination are also considered to be very important to influence the spread of positive green consumption towards a beach destination. However, in the context of tourist destinations, these concepts have never been empirically investigated. Therefore, the aim of this research is to extend the theoretical concepts and evaluates the empirical evidence of the relationship between tourism experience, connectedness to nature, environmental, green consumption towards Parangtritis beach. The result drawn from a sample of 226 domestic tourists in Yogyakarta (117 men, 109 women; age rage 18-60 years), between September 2023 and December 2023, show that tourism experience, connectedness to nature, environmental awareness and green consumption has a significant influence on Parangtritis beach. Furthermore, this study reveals that the development of a beach in a tourism destination is only possible if the beach is simultaneously developed into an attractive destination
... These are primarily products that have a high carbon footprint in their production. This includes commodities from industries involved in the production or processing of fertilizer, metals, electricity, or petroleum [40]. As the proportion of non-green products within the international trade basket grows, it becomes increasingly challenging to achieve an environmentally friendly economy [1]. ...
International trade is recognized as a key contributor to environmental degradation. However, researchers and policymakers do not distinguish between the trade of green and non-green products. The Non-Green Trade Openness Index was developed to examine the effect of non-green products on environmental quality. This study examines the effect of trading non-green products on environmental quality for 37 member countries of the Organization for Economic Cooperation and Development (OECD) from 2003 to 2016 in the context of the Environmental Kuznets Curve (EKC) framework. The results of the long-run estimation techniques employed (FMOLS, DOLS, Fixed and Random effects) confirm the EKC hypothesis and show a negative relationship between the Non-Green Trade Openness Index and greenhouse gas emissions, which serves as a proxy for environmental quality. This implies that when there is more non-green trade in OECD member countries, greenhouse gas emissions within these countries decrease. Dividing green and non-green products is important, empowering practitioners and policymakers to make informed choices and define a strategy for a sustainable future. Additionally, policy recommendations are provided to support policymakers in their efforts to combat climate change.
... The root cause is traced back to excessive consumer consumption, contributing to global warming, biodiversity loss, soil degradation, air and water pollution, and habitat destruction (Sun et al., 2021). In response to these environmental challenges and to promote sustainability, green consumption has gained prominence (Wang et al., 2019), playing an essential role in shaping a sustainable future (Nekmahmud et al., 2022). Reflecting consumers' evolving environmental awareness and sustainable prioritization of lifestyles, there has been a noticeable surge in the demand for environmentally friendly products (Zameer & Yasmeen, 2022), highlighting the link between green consumption and the preference for green products. ...
... (2022),Dimitrova et al. (2022),Falke et al. (2022),Francis & Sarangi (2022),Han (2020),Huang et al. (2023),Ramkissoon & Fekete-farkas (2022), and Yildirim (2020). However, in the context of Indonesia, research on sustainable consumption behavior is still limited to a few researchers with different focuses. ...
The millennial generation plays a crucial role in making consumer decisions and has significant potential to drive the transformation towards more sustainable consumption patterns. This study aims to investigate the extent to which environmental knowledge and sustainable consumption promotion affect the intention and behavior of sustainable consumption among millennials. To test this framework, we conducted a quantitative research approach by administering an online survey to collect data from 155 millennial respondents. We utilized Structural Equation Modeling to test the proposed hypotheses. The findings of this research indicate that the level of environmental knowledge and sustainable consumption promotion have a significant influence on millennials' intention to adopt sustainable consumption behaviors, which in turn impact actual actions in sustainable consumption. The findings of this research provide valuable insights into how elements such as knowledge and promotion can act as drivers or barriers for millennials in adopting more sustainable consumption patterns. The implications of these findings have great potential in shaping the foundation of more effective strategies and campaigns to encourage sustainable consumption behavior among millennials, while also increasing awareness of pressing environmental issues.
... According to Marculetiu et al (2023), SV has a fruitful impact on ATGB. Similarly, SV influences GPI (Sharma et al 2020, Nekmahmud et al 2022. ...
Purpose. The goal of the present investigation is to find out what effect environmental concern has as a moderator between green brand positioning, green brand knowledge, social value, and perspective on the green brand among young consumers. Design/methodology/approach. Information was gathered from 407 Bangladeshi university students, both public and private. The suggested model was evaluated with the assistance of SPSS version AMOS-24, using the Structural equation Modeling (SEM) method. Findings. According to the standardized path coefficients of the SEM, the findings suggest that environmental concerns have a great deal to do with young people’s green purchasing intentions. According to the results, ‘green brand positioning’ (GBP) and ‘green brand knowledge’ (GBK), directly and indirectly via ‘Attitude towards Green Brand’ (ATGB) affect ‘Green Purchasing Intention’ (GPI). But ‘social value’ (SV) and ATGB are indirectly important factors in determining intent to buy environmentally friendly products and have no direct effect on GPI. Here, as a moderator, ‘environmental concern’ (EC) plays a vital role. Practical implications. These insights may help companies better comprehend how customers view environmentally responsible products as well as what factors influence their purchase decisions. Additionally, it is essential for businesses to appreciate the significance of educating people about environmental issues in order to increase consumer awareness and encourage more sustainable consumption habits. Originality and value. The study’s findings might be quite instructive to firms and businesses and motivate young people to make environmentally friendly purchases. One of the first studies of its kind, its findings are extremely valuable for companies seeking to understand their customers’ perspectives on green brands because they may shed light on how environmental concerns can moderate consumer behavior when it comes to purchasing environmentally friendly products.
... Due to the fact that the excessive consumption of products and the lack of awareness of environmental issues have had an impact on the degradation of the environment in recent years [6,7], the consumption of organic products has become an option that allows consumers to satisfy their needs with the least possible impact on the ecosystem [1,[8][9][10][11][12][13]. According to Ostapenko et al. [14], organic products are developed without chemical elements that alter their production and generate environmental deterioration. ...
The present research aims to determine whether environmental awareness, green selfidentity, and subjective norms influence the attitudes of consumers who identify with environmental issues and have green purchasing intentions for organic products. The research was quantitative, correlational in scope, and cross-sectional in design. It was applied to 710 Peruvian millennials. A questionnaire consisting of 20 questions was applied, which was quantified through a five-point Likert scale. The results were processed through an Exploratory Factor Analysis (EFA), a Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). Statistical analyses were developed using SPSS 24 and AMOS 24. The study identified that the personal variables influencing the environmental attitudes of millennials who intend to buy green organic products are green selfidentity and subjective norms. While environmental awareness does not influence environmental attitudes, it does influence the green self-identity of Peruvian millennials. This study is one of the first to identify the personal variables influencing the environmental attitudes of Peruvian millennials
who intend to buy green organic products.
