Green purchasing behaviour of international tourists in Malaysia using green marketing tools: theory of planned behaviour perspective

Ataul Karim Patwary, Muharis Mohamed, Md Karim Rabiul, Waqas Mehmood, Muhammad Umair Ashraf and Adamu Abbas Adamu

Nankai Business Review International, 2022, vol. 13, issue 2, 246-265

Abstract: Purpose - This study aims to examine the effects of green marketing tools on tourists’ behavioural intention to buy green products by measuring individuals’ subjective norms, attitudes and perceived behavioural control. Design/methodology/approach - A total of 421 international tourists from several tourist attractions in Malaysia, selected through convenience sampling, participated in a survey. Findings - The analysis results using partial least squares structural equation modelling suggest that behavioural intention of international tourists is firmly influenced by attitude, perceived behavioural control, subjective norms and green marketing tools. However, the subjective norm does not work as a mediator. Practical implications - The relationships established in this study provide insight into hoteliers’ knowledge for further implementation of green marketing strategies (eco-label, eco-brand, environmental advertising), which can enhance green attitudes and behavioural intention of purchasing green products in the hospitality industry. Originality/value - This study expands the theory of planned behaviour by including green marketing tools to measure international tourists’ green buying tendency in Malaysia.

Keywords: Green marketing tools; Behavioural intention; Attitude; Subjective norms; Perceived behavioural control; Malaysia (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:nbripp:nbri-06-2021-0044

DOI: 10.1108/NBRI-06-2021-0044

Access Statistics for this article

Nankai Business Review International is currently edited by Dr Xuexiu Wang and Professor Li Wei'an

More articles in Nankai Business Review International from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().