Do Knowledge and Experience Value Affect Green Tourism Activity Participation and Buying Decision? A Case Study of Natural Dyeing Experience in China

Abstract

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.

Systematic Review of Green Banking Adoption: Following PRISMA Protocols

“…The literature underlined that attitude mediates relationship between environmental, organizational and technological factors and intention (Wang et al, 2019b). Similarly, attitude mediates the relationship between religiosity and adoption intention (Bananuka et al, 2020), moral norms and intention (Liu et al, 2020), environmental knowledge and intention (Indriani et al, 2019) and GR experience and intention (Zhang & Chan, 2021). The studies also underlined that value mediates the relation between environmental knowledge and intention (Demir et al, 2021), religiosity and adoption intention (Sarfraz & Khurshid Mian, 2022), experience and intention (Amenuvor et al, 2019) and norm and intention (Villagomez & Chacón, 2020).…”

How Do Environmental Knowledge, Eco-Label Knowledge, and Green Trust Impact Consumers’ Pro-Environmental Behaviour for Energy-Efficient Household Appliances?

“…However, consumers pay attention to selecting particular products and react based on their learned knowledge. Consumers' level of environmental knowledge has influenced their attitudes to purchase green products [23][24][25][29][30][31]. Similarly, some studies proved that environmental knowledge drives the promotion of energy-efficient behaviour [2,6].…”