How Does Environmental Cognition Promote Low-Carbon Travel Intentions? The Mediating Role of Green Perceived Value and the Moderating Role of Electronic Word-of-Mouth

I-Hsiung Chang and Yueh-Chih Hsiao ()
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I-Hsiung Chang: Department of Technology Application and Human Resource Development, National Taiwan Normal University, Taipei 106308, Taiwan
Yueh-Chih Hsiao: Department of Technology Application and Human Resource Development, National Taiwan Normal University, Taipei 106308, Taiwan

Sustainability, 2025, vol. 17, issue 4, 1-16

Abstract: Most studies suggest that individuals’ environmental cognition can positively predict their eco-friendly behaviors; however, the process through which environmental cognition influences the intention to engage in low-carbon tourism has yet to be fully explored. Additionally, while electronic word-of-mouth (eWOM) is a key factor influencing behavioral decisions, its moderating role in the context of low-carbon tourism remains under-researched. Drawing on the Cognitive-Affective-Conative (CAC) theoretical framework, this study investigates the impact of environmental cognition on green perceived value and low-carbon tourism intention, while also examining the moderating effect of eWOM. Data were collected from 457 participants in Taiwan via a structured questionnaire survey. The results show that environmental cognition has a significant positive impact on green perceived value but no direct effect on low-carbon tourism intention while green perceived value has a significant positive impact on low-carbon tourism intention and fully mediates the relationship between environmental cognition and low-carbon tourism intention. Furthermore, the study finds that eWOM moderates the relationship between environmental cognition and green perceived value, with eWOM strengthening the effect of environmental cognition on green perceived value. These findings suggest that enhancing environmental cognition, reinforcing green perceived value, and effectively leveraging eWOM can foster positive attitudes and willingness to engage in low-carbon tourism. The results provide practical implications for tourism operators in developing strategies to promote low-carbon tourism.

Keywords: environmental cognition; green perceived value; electronic word-of-mouth; low-carbon travel intentions (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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