Theory of green consumption behavior (TGCB): a case of agro-tourism for sustainable communities and cities of future Bangladesh

Abstract

Purpose The purpose of this study is to explore the antecedents and their impacts on behaviors toward agro-tourism by proposing a theory of green consumption behavior. Design/methodology/approach Based on a review of the literatures and collection of 471 usable responses, the study is conducted through partial least squares structural equation modeling method using SmartPLS 3.3.3. Findings Findings of the study have revealed that carbon mitigation attitude, energy saving norms, perceived hygiene value and agro-tourist spot visit intentions significantly influence agro-tourist spot visit behavior. Furthermore, the study has suggested that agro-tourist spot visit intentions partially mediate the strength of the relationship between carbon mitigation attitude, energy saving norms, perceived hygiene value and agro-tourist spot visit behavior. Practical implications The study findings may be useful to encouraging agro-tourism managers of understanding antecedents of customer’s behavior and formulating business strategies influencing behaviors toward agro-tourism, coping with competitive business environment and environmental sustainability. Originality/value The study has presented a unique case discovering what antecedents are influencing customers’ green consumption behavior (agro-tourist spot visit behaviors) and how that behavior contributes to sustainable communities and cities development. Furthermore, the study has provided important insights for industry professionals by integrating carbon mitigation attitude, energy saving norms, perceived hygiene value and agro-tourist spot visit intentions in examining agro-tourist spot visit behavior.