Original scientific paper
https://doi.org/10.20867/thm.33.1.3
Eco-conscious choices: age-driven green trust and purchasing patterns in the hospitality sector
Wang Kang
; University of Wollongong Malaysia, School of Business, China
Phan Ah Kiaw
; University of Wollongong Malaysia, School of Business, Malaysia,
Shee Mun Yong
; University of Wollongong Malaysia, School of Business, Malaysia
*
* Corresponding author.
Abstract
Purpose – The hospitality industry faces mounting regulatory and consumer pressures to
adopt sustainable practices amid global climate change and resource depletion concerns.
While hotels increasingly implement green practices (e.g., energy conservation, waste
reduction), their impact on consumer behavior remains understudied across age groups.
This research investigates how green practices (GP) influence green trust (GT) and green
purchasing behavior (GPB), with a focus on age as a critical moderator.
Methodology/Design/Approach – Using a sequential explanatory mixed-methods design, we
analyzed survey data from 318 hotel consumers in Hainan, China, via Partial Least Squares
Structural Equation Modeling (PLS-SEM), supplemented by thematic analysis of focus
group discussions (15 participants).
Findings – Results demonstrate that GP significantly enhances both GT and GPB. However,
age reveals a paradoxical moderating effect: while older consumers strengthen the GP→GPB
relationship, younger consumers exhibit an inverse effect—contrary to assumptions that
eco-conscious youth readily translate beliefs into action. Qualitative insights identify three
barriers for younger consumers: (1) price sensitivity to green premiums, (2) disposable
income constraints, and (3) intention-behavior gaps.
Originality of the research – These findings challenge conventional generational stereotypes
and offer actionable insights for tailoring green marketing strategies. For practitioners,
we highlight the need to address affordability barriers for younger demographics while
leveraging older consumers’ trust in sustainability initiatives.
Keywords
Green practice (GP); Green Trust (GT); Green purchasing behavior (GPB); Belief-Attitude-Behavior (BAB) model
Hrčak ID:
349118
URI
Publication date:
10.7.2026.
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