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Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image

Author

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  • Muhammad Ishfaq Khan

    (Department of Management Sciences, Capital University of Science and Technology, Islamabad 44000, Pakistan)

  • Shahbaz Khalid

    (Department of Management Sciences, Capital University of Science and Technology, Islamabad 44000, Pakistan)

  • Umer Zaman

    (Endicott College of International Studies, Woosong University, Daejeon 34606, Korea)

  • Ana Ercília José

    (Department of Economic Sciences and Organizations, Polytechnic Institute of Portalegre, 7300-555 Portalegre, Portugal)

  • Paulo Ferreira

    (Department of Economic Sciences and Organizations, Polytechnic Institute of Portalegre, 7300-555 Portalegre, Portugal
    VALORIZA—Research Center for Endogenous Resource Valorization, 7300-555 Portalegre, Portugal
    CEFAGE-UE, IIFA, University of Évora, 7000-809 Évora, Portugal)

Abstract

Globally, green consumption behavior has radically changed green product lifecycles as well as green product branding to eliminate the environmental impact of global tourism. The purpose of the current study is to examine green consumption intention in the hospitality and tourism industry as an outcome of green supply chain management and strategic green marketing orientation. It also aims to investigate the green brand image and green social responsibility in a mediated-moderation mechanism to induce green consumption. Based on the deductive approach, and cross-sectional quantitative data of 317 hotel visitors/guests in the northern tourism hotspots in Pakistan, the hypothesized relationships were tested through the structural equation modeling technique with partial least squares. The findings empirically establish that green supply chain management and strategic green marketing orientation have positive and significant effects on green consumption intention. Further, environmental concern (i.e., green image) partially mediates the relationship between strategic green marketing orientation, green supply chain management, and green consumption behavior. The results also revealed that brand social responsibility does not moderate green image and green consumption behavior. These stimulating new findings guided by the signaling theory, provide strategic insights that help to upgrade the tourism supply chains and enabling them to become green.

Suggested Citation

  • Muhammad Ishfaq Khan & Shahbaz Khalid & Umer Zaman & Ana Ercília José & Paulo Ferreira, 2021. "Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image," IJERPH, MDPI, vol. 18(18), pages 1-24, September.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:18:p:9626-:d:634250
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