Original scientific paper
https://doi.org/10.20867/thm.32.3.7
Influencing tourists’ environmentally responsible behavior through green destination brand equity: mediating role of green destination trust and moderating role of destination green innovation
Sadia Aziz
; Department of Management Sciences, Shaheed Benazir Bhutto Women University, Peshawar, Pakistan
Muhammad Abdullah Khan Niazi
; nstitute of Business Management Sciences (IBMS), The University of Agriculture, Peshawar, Pakistan
Abstract
Purpose – Based on the simulation-organism-response theory, the purpose of the research is to
investigate the effect of green destinations brand equity (GDBE) on tourists’ environmentally
responsible behavior (ERB). The study has further explained the relationship between GDBE
and tourists’ ERB through the mediation of destination green trust (DGT) and the moderation
of destination green innovation (DGI).
Methodology/Design/Approach – The study adopted a survey-based casual research design and
gathered data through a self-administrative survey technique with structured questionnaires.
Questionnaires were distributed to one thousand tourists visiting selected nature parks, and
821 were returned.
Findings – Results for the four dimensions of GDBE and tourists ERB indicated that perceived
destination awareness has an insignificant effect on tourists’ ERB, while perceived destination
quality, perceived destination image, and perceived destination loyalty have significantly
influenced tourists’ ERB. Further, results showed significant mediation of DGT. Finally, the
results of the study indicated significant moderation of DGI between GDBE and tourists’ ERB.
Originality of the research – Using signalling theory, study has enhanced the understanding
of GDBE in shaping tourists’ ERB. Moreover GDT as a mediator and DGI as a moderator in
the framework have extended the current literature
Keywords
Hrčak ID:
346824
URI
Publication date:
4.5.2026.
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