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Article
Publication date: 15 January 2025

Danping Liu, Hedan Fang, Mei Huang, Changchun Jiang and Jingchen Ma

Encouraging green consumption is a proven strategy for supporting destination sustainability. Nonetheless, extant research approaches destination sustainability mainly from an…

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Abstract

Purpose

Encouraging green consumption is a proven strategy for supporting destination sustainability. Nonetheless, extant research approaches destination sustainability mainly from an economic perspective. In this study, we explore the effectiveness of destination social responsibility (DSR) as a way to encourage green consumption among tourists from a social interaction perspective.

Design/methodology/approach

We used a mixed-method approach with two studies (i.e. a scenario experiment and a survey) to test our hypotheses. The scenario experiment included four versions of a narrative scenario with 40 samples each, and 421 valid questionnaires were obtained in the survey.

Findings

Our findings indicate that there is a significant relationship between DSR and green pressure. And DSR positively influences tourists’ green product purchase behavior (GPB). Tourists who have a high fear of negative evaluation (FNE) experience more pressure when exposed to DSR than those with low FNE.

Originality/value

This study sheds light on the mechanisms through which DSR influences tourists’ GPB from a stress transaction perspective and also offers practical implications for tourism marketing and destination management.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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