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The influence of green trust on travel agency intentions to promote low‐carbon tours for the purpose of sustainable development

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  • Pei Ling Sung
  • Teng Yuan Hsiao
  • Leo Huang
  • Alastair M. Morrison

Abstract

Through corporate social responsibility, tourism companies can contribute to sustainable development by embracing concepts such as low‐carbon tourism and environmental protection. The purpose of this research was to determine the intention of Taiwanese travel agencies to promote low‐carbon tours by incorporating government‐approved eco‐friendly travel products. In total, 427 valid questionnaires were collected and examined by means of PLS‐SEM. The findings showed that green trust not only had a significant and direct impact on intentions to sell low‐carbon tours, but also influenced agency attitudes, subjective norms, and perceived behavioral control. The study also demonstrated that the TPB was appropriate for predicting intentions for green decision‐making at an organizational level and that subjective norms (e.g., peers, customers) influenced by green trust displayed more predictive strength (53.4%). The findings provide a method for incorporating low‐carbon tourism into the travel industry.

Suggested Citation

  • Pei Ling Sung & Teng Yuan Hsiao & Leo Huang & Alastair M. Morrison, 2021. "The influence of green trust on travel agency intentions to promote low‐carbon tours for the purpose of sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(4), pages 1185-1199, July.
    • Handle: RePEc:wly:corsem:v:28:y:2021:i:4:p:1185-1199
    DOI: 10.1002/csr.2131
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    2. Ayham A. M. Jaaron & Mudaser Javaid & R. L. Fernando Garcia, 2024. "Can external and internal corporate social responsibility contribute to green customer behaviour? The mediating role of green trust in hotels," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 1853-1867, May.
    3. Fathe Jeribi & Shaik Rafi Ahamed & Uma Perumal & Mohammed Hameed Alhameed & Manjunatha Chari Kamsali, 2023. "Developing an MQ-LSTM-Based Cultural Tourism Accelerator with Database Security," Sustainability, MDPI, vol. 15(23), pages 1-20, November.
    4. Simona Vinerean & Alin Opreana & Cosmin Tileagă & Roxana Elena Popșa, 2021. "The Impact of COVID-19 Pandemic on Residents’ Support for Sustainable Tourism Development," Sustainability, MDPI, vol. 13(22), pages 1-29, November.
    5. Prasad Siba Borah & Courage Simon Kofi Dogbe & Nyankomo Marwa, 2024. "Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4530-4546, July.
    6. Guan, Dongxiao & Lei, Yunfei & Liu, Yu & Ma, Qinhai, 2024. "The effect of matching promotion type with purchase type on green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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