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Anchoring on the Stimulus–Organism–Response (SOR) and Ability-Motivation-Opportunity (AMO) theories, this research aims to investigate the mechanism through which three green AMO components (i.e. green ability, green motivation, green opportunity) affect green electronic word-of-mouth (green eWOM). A mediation and moderation model that integrates the green AMO components with green attitudes and green eWOM was developed and then validated with data from 600 tourists in an emerging market. Multivariate data analysis reveals that the three green AMO components affect tourists’ green eWOM directly and also indirectly via green attitudes. Moreover, green ability positively moderates the green motivation-green eWOM relationship.

Improving tourists’ green electronic word-of-mouth: a mediation and moderation analysis