With the rapid development of niche tourism, green tourism activity has become known to the wider public. By taking into account the extended theory of planned behaviour (TPB), this study takes natural dyeing experience as a case study, with the aim of determining the tourist purchase intention of green products under the destination experience scenario. A quantitative approach was adopted, and 349 valid sets of data were collected from individuals who have participated in natural dyeing activities. Partial least squares–structural equation modelling (PLS–SEM) analysis was conducted to test the conceptual model. The results indicate that experience value (EV) had a significant impact on green purchase conception and intention. In addition, subjective norm had a significant positive influence on tourism green purchase attitude. However, environmental knowledge failed to predict green purchase attitude and perceived behavioural control. The PLS–SEM analysis confirmed the extended TPB model, which showed relatively good predictive validity. Findings suggest that TPB mediated the relationship between EV and purchase intention. The extended model considerably contributes to improving understanding of the impact on green tourism products and dissects theoretical and practical implications to practitioners. Apart from strengthening the experience value from attaining, learning, escapism, and fantasy aspects, on the basis of previous literature, this study concludes that practically, environmental education regarding the experimental environment in tourism destinations in China should return to green activity itself and induce the support of green tourism products. Tourism marketers should trigger personal green knowledge through sense experience in the process of stimulating and promoting green tourism activities, as well as stimulate purchasing power.

In the context of climate change, this study uncovers the role of green airlines’ social responsibility in conjunction with the consumers’ switching behavior while considering the effects of latent variables, including green psychology, airline corporate image, green experimental behavior, green service fairness, green alternative attractiveness and switching intention, were examined in the study. In a highly competitive service environment, an organization needs to understand how passengers perceive its corporate image, satisfaction, fairness attractiveness, and behavior of switching intention. The predicted relationship was based on partial least squares structural equation modeling of a convenience sample of 615 valid datasets collected from individuals who used green airline services in China. The findings show that the psychological benefit of greenness, only warm glow, is the main driver of airline corporate image. Furthermore, airline corporate image, green service fairness, and green alternative attractiveness support passengers’ green experiential satisfaction. The evidence demonstrates that green experiential satisfaction and green alternative attractiveness have significantly positive effects on switching intention. However, green service fairness has no significant effect on green switching intention. This study contributes to the literature by understanding airline customers’ perception of the complex relationship in the green constructs. This finding can help marketers facilitate and develop their external communication and craft their image to retain their existing or potential customers.