Green consumption intention of tourist in tourist destinations: a moderation of destination social responsibility in the Theory of Planned Behavior model

Abstract

ABSTRACTThis study uses the Theory of Planned Behavior model to investigate the green consumption intentions of 528 Vietnamese tourists. It specifically explores the moderation of destination social responsibility. The study confirms all hypotheses, underscoring the significance of various factors in shaping green consumption intentions. Results show that subjective norms positively influence green consumption attitudes and significantly impact green consumption intentions. Perceived behavioral control correlates with green consumption attitudes but negatively affects green consumption intentions. Additionally, green consumption attitudes exert a significant influence on intentions. Notably, destination social responsibility is a significant moderator, positively affecting the relationship between subjective norms and green consumption intentions while negatively moderating the relationships between green consumption attitudes and intentions and perceived behavioral control and intentions. These findings shed light on the factors influencing green consumption intentions among Vietnamese tourists in tourist destinations. They have implications for promoting sustainable tourism practices and guiding future research.