Influencing eco-conscious travelers: The role of green marketing in promoting sustainable destinations

Green marketing by eco-tourism providers significantly boosts tourists' intentions to visit sustainable destinations, primarily through fostering pro-environmental attitudes and trust in green destinations. A study of 317 tourists in Jiuzhaigou Valley, China, found that biospheric values—strong environmental concern—amplified the effect of destination trust on visit intentions, especially for high-value tourists, while eco-friendly attitudes consistently influenced intentions regardless of these values. The research applies customer engagement theory to show how meaningful green marketing interactions drive value co-creation and sustainable tourism behaviors. These insights offer actionable strategies for marketers and policymakers aiming to engage eco-conscious travelers effectively.

Chang, W., Li, H., khamarudin, M., & Khan, W. A. (2025). Influencing eco-conscious travelers: The role of green marketing in promoting sustainable destinations. Acta Psychologica, 260, 105506. https://doi.org/10.1016/j.actpsy.2025.105506