Do Green Practices Influence Pro-Environmental Behavior? An Analysis of the Role of Green Mindfulness.

Abstract

Purpose – This study aims to investigate the mediating role of green mindfulness in relationship between green practices and guest pro-environmental behavior in homestays in Arunachal Pradesh, India with special reference to Ziro valley. The study seeks to contribute valuable insights to the field of sustainable tourism by focusing on the specific dynamics at play in the ecologically diverse Ziro Valley, exploring the linkages that influence guests' environmentally friendly behaviors during their stay in homestays. Design/methodology/approach - The study was conducted in Ziro valley of Arunachal Pradesh, India from 282 domestic tourists visiting Ziro Valley, Arunachal Pradesh, India. Structured questionnaire was used to collect the data and stratified random sampling was adopted for the study. Ordinary least square structural equation modelling (OLS-SEM) was employed to measure the hypothesized relationships. Findings – The findings of the study show that, there exist both direct and indirect relationship between green attributes and pro-environment behavior. The mediating variable green mindfulness mediates the relationship between green attributes and pro-environment behavior among the respondents staying in the home stays in study area. The nature of mediation was partial mediation. Research implications – The findings emphasize the potential for green initiatives to not only align with environmental goals but also enhance the guest experience, creating a unique and immersive stay. Moreover, the study highlights a shared responsibility, urging both hosts and guests to actively engage in pro-environment behavior and embrace green mindfulness. Originality/value – This study explore the mediating role of green mindfulness between green practices and guest pro-environmental behavior in homestays in Ziro Valley, Arunachal Pradesh. The findings contribute unique insights to sustainable tourism, emphasizing the significance of green initiatives in enhancing guest experiences and fostering shared responsibility for environmental consciousness between hosts and guests.