The research examined how green marketing perception affects tourists’ green purchasing behaviour, using the stimulus-organism-response (SOR) framework, with green marketing perception as the stimulus and green trust and concern as the organism, leading to purchasing intention and actual behaviour as the response. It identified green trust and concern as mediators and age as a potential moderator. Data were collected through a non-probability, web-based self-administered survey of 693 tourists who had visited the Canary Islands within the previous 12 months. The data were analysed using Partial Least Squares Structured Equation Modelling (PLS-SEM) with SmartPLS 4.0, chosen for its suitability for predictive and complex models. The results confirmed that green marketing perception significantly predicted purchase intention (β = 0.441, p < 0.001), green trust (β = 0.295, p < 0.001) and green concern (β = 0.644, p < 0.001). In turn, green trust (β = 0.170, p < 0.001) and green concern (β = 0.289, p < 0.001) both positively influenced purchase intention, while purchase intention strongly predicted actual behaviour (β = 0.656, p < 0.001). The study supported a direct relationship between green marketing perception and tourists’ green purchase intention and identified green concern as a partial mediator (β = 0.186, p < 0.001; VAF = 29.6%). It was also discovered that the impact of perceived green marketing on green concern is comparatively weaker among younger tourists. The study’s findings have important implications for green marketers, highlighting the need for tourist accommodations to prioritise environmental concerns and motivate young people to turn their green purchase intention into action.
Vilkaite-Vaitone et al. (Thu,) studied this question.