Determinants of Green Travel Intention: The Interplay of Green Marketing Strategies and Subjective Norms

Abstract

With the increasing global emphasis on sustainability, understanding the factors influencing tourists’ green travel intentions (GTI) has become a crucial area of research. This study examines the determinants of GTI, with a particular focus on environmental attitudes (ATE), subjective norms (SN), environmental concerns (EC), environmental knowledge (EK), and green marketing strategies (GM). The green marketing framework is further delineated into green services (GPR), green advertising (GPM), green distribution (GPL), and green pricing (GPC). A quantitative research design was employed, utilizing a structured survey administered to 600 tourists in Vietnam through convenience sampling. The findings reveal that both ATE and GM exert a significant influence on GTI. Moreover, ATE mediates the effects of GM, EC, and EK on GTI, highlighting its central role in shaping pro-environmental travel behavior. Additionally, SN is identified as a moderating factor in the relationship between ATE and GTI, indicating that societal influences reinforce the impact of individual ATE on green travel choices. These findings provide theoretical contributions by advancing the understanding of psychological and marketing-driven influences on sustainable tourism behavior. From a practical perspective, the results underscore the importance of well-structured green marketing initiatives in fostering environmentally responsible travel behavior. Tourism industry stakeholders are encouraged to integrate comprehensive GM that enhance environmental awareness and promote sustainable tourism practices. Future research directions are also proposed, including the examination of longitudinal behavioral changes and cross-cultural validations.