Who Is Buying Green Products? The Roles of Sustainability Consciousness, Environmental Attitude, and Ecotourism Experience in Green Purchasing Intention at Tourism Destinations

Yonis Gulzar (), Nisa Eksili, Kemal Koksal, Pinar Celik Caylak (), Mohammad Shuaib Mir and Arjumand Bano Soomro
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Yonis Gulzar: Department of Management Information Systems, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Nisa Eksili: Department of Aviation Management, Faculty of Applied Sciences, Akdeniz University, 07058 Antalya, Türkiye
Kemal Koksal: Department of Real Estate Management and Development, Serik Faculty of Business Administration, Akdeniz University, 07058 Antalya, Türkiye
Pinar Celik Caylak: Department of Tourism Management, Serik Faculty of Business Administration, Akdeniz University, 07058 Antalya, Türkiye
Mohammad Shuaib Mir: Department of Management Information Systems, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Arjumand Bano Soomro: Department of Management Information Systems, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia

Sustainability, 2024, vol. 16, issue 18, 1-15

Abstract: The main purpose of this study was to reveal the relationships between green purchasing intention, sustainability consciousness, environmental attitude, and ecotourism experience within the scope of the theory of planned behaviour. The results of the analysis showed that there are positive relationships between sustainability consciousness, environmental attitude, ecotourism experience, and green purchasing intention. The model was tested using SPSS with 435 survey responses. Tourists with a higher consciousness of sustainability develop positive attitudes toward the environment. Tourists with positive attitudes toward the environment intend to purchase more green products. However, while tourists with more ecotourism experience have stronger green purchasing intentions, less ecotourism experience does not affect green purchasing intentions. This study highlights the critical role of sustainability consciousness in shaping environmental attitudes and behaviours.

Keywords: green purchasing intention; sustainability consciousness; ecotourism experience; environmental attitude; theory of planned behaviour (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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