English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Plus monthly

Global: Zendy Tools annual

Global: Zendy Tools monthly

Global: Zendy Free Plan

Globally, green consumption behavior has radically changed green product lifecycles as well as green product branding to eliminate the environmental impact of global tourism. The purpose of the current study is to examine green consumption intention in the hospitality and tourism industry as an outcome of green supply chain management and strategic green marketing orientation. It also aims to investigate the green brand image and green social responsibility in a mediated-moderation mechanism to induce green consumption. Based on the deductive approach, and cross-sectional quantitative data of 317 hotel visitors/guests in the northern tourism hotspots in Pakistan, the hypothesized relationships were tested through the structural equation modeling technique with partial least squares. The findings empirically establish that green supply chain management and strategic green marketing orientation have positive and significant effects on green consumption intention. Further, environmental concern (i.e., green image) partially mediates the relationship between strategic green marketing orientation, green supply chain management, and green consumption behavior. The results also revealed that brand social responsibility does not moderate green image and green consumption behavior. These stimulating new findings guided by the signaling theory, provide strategic insights that help to upgrade the tourism supply chains and enabling them to become green.

international journal of environmental  research and public health/international journal of environmental research and public health

Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image