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.

中文翻译：

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马来西亚国际游客使用绿色营销工具的绿色购买行为：计划行为理论

目的

本研究旨在通过测量个人的主观规范、态度和感知行为控制来检验绿色营销工具对游客购买绿色产品的行为意愿的影响。

设计/方法/方法

通过便利抽样，共有来自马来西亚多个旅游景点的 421 名国际游客参与了调查。

发现

使用偏最小二乘结构方程模型的分析结果表明，国际游客的行为意图受到态度、感知行为控制、主观规范和绿色营销工具的强烈影响。然而，主观规范并不能起到中介作用。

实际影响

本研究建立的关系为酒店经营者进一步实施绿色营销策略（生态标签、生态品牌、环境广告）提供了洞察力，这可以增强酒店业购买绿色产品的绿色态度和行为意图。

原创性/价值

本研究通过纳入绿色营销工具来衡量国际游客在马来西亚的绿色购买倾向，从而扩展了计划行为理论。