Green purchasing behaviour of international tourists in Malaysia using green marketing tools: theory of planned behaviour perspective
Nankai Business Review International
ISSN: 2040-8749
Article publication date: 18 January 2022
Issue publication date: 6 May 2022
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
Acknowledgements
The authors want to thank the participants of the study for allowing us to interview them. Without their support, this research would not have been possible.
Declaration of conflicting interests: The author(s) declared no potential conflicts of interest with respect to the research, authorship and/or publication of this article.
Funding: The authors received no financial support for the research, authorship and/or publication of this article.
Citation
Patwary, A.K., Mohamed, M., Rabiul, M.K., Mehmood, W., Ashraf, M.U. and Adamu, A.A. (2022), "Green purchasing behaviour of international tourists in Malaysia using green marketing tools: theory of planned behaviour perspective", Nankai Business Review International, Vol. 13 No. 2, pp. 246-265. https://doi.org/10.1108/NBRI-06-2021-0044
Publisher
:Emerald Publishing Limited
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