Izvorni znanstveni članak
https://doi.org/10.20867/thm.32.4.2
Sustainable destination branding: exploring the intersection of green marketing awareness and tourist green purchase behaviour and loyalty
Moyosola Timothy Agboola
; Canterbury Christ Church University, United Kingdom
*
Eniola Judah Ayanlowo
orcid.org/0009-0004-3882-7887
; The University of Adelaide, Australia
* Dopisni autor.
Sažetak
Purpose – While sustainability has gained interest in tourism studies, extant research indicates a gap
between consumers’ green marketing awareness and perception and their actual behaviours. Using
a Stimulus-Organism-Response (SOR) model, this study contributes to a better understanding of
the influence of specific green marketing strategies in shaping environmentally conscious tourist
decisions.
Methodology/Design/Approach – This study employed a descriptive research approach and
quantitatively surveyed 250 tourists in Sweden, selected through a simple random sampling
technique. The collected data were analysed using structural equation modelling (SEM), with
Confirmatory factor analysis (CFA) applied to refine measurement constructs.
Findings – The results revealed that green marketing awareness significantly enhances tourists’
eco-friendly purchasing behaviour. Comparatively, its influence on destination loyalty is weaker.
Tourists’ perception partially mediates the relationship between green marketing and green
purchase behaviour, and it completely mediates the effect on long-term loyalty.
Originality of the research – The study advances existing literature by emphasising the importance
of green marketing and its tools in enhancing tourist decision-making, acting as a stimulus
influencing tourists’ eco-friendly behaviours. The findings have implications for destination
marketing organisations (DMOs) in incorporating strategies to combat greenwashing, improve
consumer experiences, and foster long-term loyalty.
Ključne riječi
green marketing; green marketing perception; eco-friendly purchase behaviour; destination loyalty; tourism
Hrčak ID:
349105
URI
Datum izdavanja:
10.7.2026.
Posjeta: 0 *