Enhancing Green Electronic Word-of-Mouth in the Saudi Tourism Industry: An Integration of the Ability, Motivation, and Opportunity and Planned Behaviour Theories

Abdullah F. Al Naim, Abu Elnasr E. Sobaih () and Ibrahim A. Elshaer ()
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Abdullah F. Al Naim: Management Department, College of Business Administration, King Faisal University, Al-Ahsaa 31982, Saudi Arabia
Abu Elnasr E. Sobaih: Management Department, College of Business Administration, King Faisal University, Al-Ahsaa 31982, Saudi Arabia
Ibrahim A. Elshaer: Management Department, College of Business Administration, King Faisal University, Al-Ahsaa 31982, Saudi Arabia

Sustainability, 2023, vol. 15, issue 11, 1-17

Abstract: Green electronic word-of-mouth (GeWOM) is a type of online communication that focuses on eco-friendly products and services. Understanding the determinants of GeWOM can help businesses develop effective strategies for promoting their environmentally friendly products and services. An integration of two main theoretical frameworks was used to analyse the determinants of GeWOM: the Ability, Motivation, and Opportunity (AMO) theory and the Theory of Planned Behaviour (TPB). The current study aims to examine the determinants of green electronic word-of-mouth (GeWOM) through the lens of both AMO and TPB theories. The study further examines the mediating role of tourists’ green purchase intentions in the above-mentioned relationships. The data were collected from a sample of 625 tourists in Saudi Arabia using a structured questionnaire and analysed using PLS-SEM. The results showed a significant positive influence of green AMO and green attitude on green purchase intention. Green ability and green attitude have a direct positive influence on GeWOM and indirect influence through green purchase intention. Furthermore, green motivation and opportunity failed to have a significant direct influence on GeWOM; however, they have indirect influence through green purchase intention. The findings have implications for tourism administrators and scholars, particularly in Saudi Arabia, about green tourism development.

Keywords: green electronic word-of-mouth (GeWOM); Ability–Motivation–Opportunity (AMO) theory; Theory of Planned Behaviour (TPB); green intention; green attitude (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:11:p:9085-:d:1163975

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