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

Author

Listed:
  • Ataul Karim Patwary
  • Muharis Mohamed
  • Md Karim Rabiul
  • Waqas Mehmood
  • Muhammad Umair Ashraf
  • Adamu Abbas Adamu

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.

Suggested Citation

  • Ataul Karim Patwary & Muharis Mohamed & Md Karim Rabiul & Waqas Mehmood & Muhammad Umair Ashraf & Adamu Abbas Adamu, 2022. "Green purchasing behaviour of international tourists in Malaysia using green marketing tools: theory of planned behaviour perspective," Nankai Business Review International, Emerald Group Publishing Limited, vol. 13(2), pages 246-265, January.
    • Handle: RePEc:eme:nbripp:nbri-06-2021-0044
    DOI: 10.1108/NBRI-06-2021-0044
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    Cited by:

    1. Karim Darban & Smail Kabbaj & Mostafa El Jay, 2023. "The Transformative Potential of AI in Green Marketing Strategies," Post-Print hal-04523586, HAL.

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