Green tourism intentions driven by social media: The influence of electronic word-of-mouth and environmental awareness
DOI:
https://doi.org/10.18778/0867-5856.2025.17Keywords:
social media information sharing, green tourism intention, electronic word-of-mouth, environmental awareness, sustainable tourism, digital marketing, mediating effectsAbstract
The study aims to examine the influence of information sharing on social media on the green tourism intentions of the young. It examines the mediating roles of electronic word-of-mouth and environmental awareness in the relationship between social media information sharing (SMIS) and green tourism intentions (GTIs). Data were collected online from 412 respondents from South India aged between 18 to 35 Findings portrayed that social media information sharing positively impacts green tourism intentions both directly and indirectly via electronic word-of-mouth (e-WOM) and environmental awareness. Electronic word-of-mouth demonstrated a stronger mediating effect than environmental awareness (EA), underlining its significance in shaping sustainable tourism behaviour. Results provide valuable insights for tourism organizations to optimize green tourism marketing strategies by leveraging social media platforms. The study fills a critical research gap by exploring how digital interactions foster sustainable tourism goals among young social media users.
Downloads
References
Anuar, F.I., Zaid, A.A.A., Zabidi, I.Z., & Kamal, S.N.J. (2021). Young tourists’ trust in Instagram travel influencers and their intention to visit travel destinations. International Journal of Academic Research in Business and Social Sciences, 11(16), 304–317. https://doi.org/10.6007/ijarbss/v11-i16/11236 DOI: https://doi.org/10.6007/IJARBSS/v11-i16/11236
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M.B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), Article 2744. https://doi.org/10.3390/su15032744 DOI: https://doi.org/10.3390/su15032744
Amirrudin, M.S., Abdullah, M., & Saleh, Z. (2020). Sustainability reporting to integrated reporting: The relationship between total integrated reporting disclosure quality (TIRDQ) and firm performance. International Journal of Recent Technology and Engineering (IJRTE), 8(6), 1780–1784. http://www.doi.org/10.35940/ijrte.E4905.038620 DOI: https://doi.org/10.35940/ijrte.E4905.038620
Azam, M., & Sarker, T. (2011). Green tourism in the context of climate change towards sustainable economic development in the South Asian region. Journal of Environmental Management and Tourism, 2(1), 6–15. https://journals.aserspublishing.eu/jemt/article/view/128
Bandura, A. (2001). Social cognitive theory of mass communication. Media Psychology, 3(3), 265–299. https://doi.org/10.1207/S1532785XMEP0303_03 DOI: https://doi.org/10.1207/S1532785XMEP0303_03
Bedard, S.A.N., & Tolmie, C.R. (2018). Millennials’ green consumption behaviour: Exploring the role of social media. Corporate Social Responsibility and Environmental Management, 25(6), 1388–1396. https://doi.org/10.1002/csr.1654 DOI: https://doi.org/10.1002/csr.1654
Cam, L., Anh, T., Moslehpour, M., & Thanh, X. (2019). Exploring the impact of traditional and electronic word of mouth on travel intention. In Proceedings of the 2019 5th International Conference on E-Business and Applications (pp. 83–87). https://doi.org/10.1145/3317614.3317617 DOI: https://doi.org/10.1145/3317614.3317617
Chavez, L., Ruiz, C., Curras, R., & Hernandez, B. (2020). The role of travel motivations and social media use in consumer interactive behaviour: A uses and gratifications perspective. Sustainability, 12(21), Article 8789. https://doi.org/10.3390/su12218789MDPI DOI: https://doi.org/10.3390/su12218789
Cheunkamon, E., Jomnonkwao, S., & Ratanavaraha, V. (2020). Determinant factors influencing Thai tourists’ intentions to use social media for travel planning. Sustainability, 12(18), Article 7252. https://doi.org/10.3390/su12187252 DOI: https://doi.org/10.3390/su12187252
Dieste, M., Panizzolo, R., Garza-Reyes, J.A., & Anosike, A. (2019). The relationship between lean and environmental performance: Practices and measures. Journal of Cleaner Production, 224, 120–131. https://doi.org/10.1016/j.jclepro.2019.03.243 DOI: https://doi.org/10.1016/j.jclepro.2019.03.243
Fenitra, R.M., Tanti, H., Gancar, C.P., Indrianawati, U., & Hartini, S. (2021). Extended theory of planned behavior to explain environmentally responsible behavior in context of nature-based tourism. GeoJournal of Tourism and Geosites, 39(4 spl), 1507–1516. https://doi.org/10.30892/gtg.394spl22-795 DOI: https://doi.org/10.30892/gtg.394spl22-795
Fine, M.B., Gironda, J., & Petrescu, M. (2017). Prosumer motivations for electronic word-of-mouth communication behaviors. Journal of Hospitality and Tourism Technology, 8(2), 280–295. https://doi.org/10.1108/JHTT-09-2016-0048 DOI: https://doi.org/10.1108/JHTT-09-2016-0048
Fulk, J., Steinfield, C.W., Schmitz, J., & Power, J.G. (1987). A social information processing model of media use in organizations. Communication Research, 14(5), 529–552. https://doi.org/10.1177/009365087014005005 DOI: https://doi.org/10.1177/009365087014005005
Goldsmith, E., & Goldsmith, R. (2011). Social influence and sustainability in households. International Journal of Consumer Studies, 35(2), 117–121. https://doi.org/10.1111/j.1470-6431.2010.00965.x DOI: https://doi.org/10.1111/j.1470-6431.2010.00965.x
Greer, C.F., & Ferguson, D.A. (2011). Following local television news personalities on Twitter: A uses and gratifications approach to social networking. Electronic News, 5(3), 145–157. https://doi.org/10.1177/1931243111420405 DOI: https://doi.org/10.1177/1931243111420405
Gössling, S. (2002). Global environmental consequences of tourism. Global Environmental Change, 12(4), 283–302. https://doi.org/10.1016/S0959-3780(02)00044-4 DOI: https://doi.org/10.1016/S0959-3780(02)00044-4
Han, J.H., Lee, M.J., & Hwang, Y.-S. (2016). Tourists’ environmentally responsible behavior in response to climate change and tourist experiences in nature-based tourism. Sustainability, 8(7), Article 644. https://doi.org/10.3390/su8070644 DOI: https://doi.org/10.3390/su8070644
Heiskanen, E., Mont, O., & Power, K. (2014). A map is not a territory: Making research more helpful for sustainable consumption policy. Journal of Consumer Policy, 37(1), 27–44. https://doi.org/10.1007/s10603-013-9247-8 DOI: https://doi.org/10.1007/s10603-013-9247-8
Hu, L., & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118 DOI: https://doi.org/10.1080/10705519909540118
Holden, A. (2013). Tourism and the green economy: A place for an environmental ethic? Tourism Recreation Research, 38(1), 3–13. https://doi.org/10.1080/02508281.2013.11081725 DOI: https://doi.org/10.1080/02508281.2013.11081725
Hung, N.P., & Khoa, B.T. (2022). Examining the structural relationships of electronic word of mouth, attitude toward destination, travel intention, tourist satisfaction and loyalty: A meta-analysis. GeoJournal of Tourism and Geosites, 45(4 spl), 1650–1660. https://doi.org/10.30892/gtg.454spl15-986 DOI: https://doi.org/10.30892/gtg.454spl15-986
Hysa, B., Zdonek, I., & Karasek, A. (2022). Social media in sustainable tourism recovery. Sustainability, 14(2), Article 760. https://doi.org/10.3390/su14020760 DOI: https://doi.org/10.3390/su14020760
Ibnou-Laaroussi, S., Rjoub, H., & Wong, W. (2020). Sustainability of green tourism among international tourists and its influence on the achievement of a green environment: Evidence from North Cyprus. Sustainability, 12(14), Article 5698. https://doi.org/10.3390/su12145698 DOI: https://doi.org/10.3390/su12145698
Javed, M., Tučková, Z., & Jibril, A.B. (2020). The role of social media on tourists’ behavior: An empirical analysis of millennials from the Czech Republic. Sustainability, 12(18), Article 7735. https://doi.org/10.3390/su12187735 DOI: https://doi.org/10.3390/su12187735
Kadushin, C., Nohria, N., & Eccles, R.G. (1994). Networks and organizations: Structure, form, and action, edited by Nitin Nohria and Robert G. Eccles. Boston: Harvard Business School Press, 1992. 544 pp. $49.95 cloth. ISBN: 0-87584-324-7 [Review of the book]. Contemporary Sociology, 23(3), 423–425. https://doi.org/10.2307/2075362 DOI: https://doi.org/10.2307/2075362
Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003 DOI: https://doi.org/10.1016/j.bushor.2009.09.003
Karatsoli, M., & Nathanail, E. (2020). Examining gender differences of social media use for activity planning and travel choices. European Transport Research Review, 12, Article 44. https://doi.org/10.1186/s12544-020-00436-4 DOI: https://doi.org/10.1186/s12544-020-00436-4
Karmoker, K., & Ahmed, F. (2021). Promoting green behavioral intentions of the tourists for the growth of sustainable tourism development in the Sundarbans of Bangladesh. International Journal of Business and Management, 17(1), 52–64. https://doi.org/10.5539/ijbm.v17n1p52 DOI: https://doi.org/10.5539/ijbm.v17n1p52
Khatoon, N., & Choudhary, F. (2024). Strategizing green destination image through social media functionality: A study of the tourism industry. Business Strategy & Development, 7(1), Article e307. https://doi.org/10.1002/bsd2.307 DOI: https://doi.org/10.1002/bsd2.307
Kietzmann, J.H., Hermkens, K., McCarthy, I.P., & Silvestre, B.S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005 DOI: https://doi.org/10.1016/j.bushor.2011.01.005
Kim, M., Chung, N., Lee, C., & Preis, M. (2016). Dual-route of persuasive communications in mobile tourism shopping. Telematics and Informatics, 33(2), 293–308. https://doi.org/10.1016/j.tele.2015.08.009 DOI: https://doi.org/10.1016/j.tele.2015.08.009
Kim, Y., Park, I., & Kang, M. (2013). Convergent validity of the International Physical Activity Questionnaire (IPAQ): Meta-analysis. PHN Public Health Nutrition, 16(3), 440–452. https://doi.org/10.1017/S1368980012002996 DOI: https://doi.org/10.1017/S1368980012002996
Kızıldağ, İ., & Yıldız, B. (2024). The effect of environmental concern on the intention to participate in green tourism. International Journal of Contemporary Tourism Research, 8(1), 61–75. https://doi.org/10.30625/ijctr.1405836 DOI: https://doi.org/10.30625/ijctr.1405836
Kumar, P. (2021). Social media as a sustainable tool for tourism marketing communication. Saudi Journal of Business and Management Studies (SJBMS), 6(11), 412–414. https://saudijournals.com/articles/5859/ DOI: https://doi.org/10.20935/AL1670
Lee, K. (2008). Opportunities for green marketing: Young consumers. Marketing Intelligence & Planning, 26(6), 573–586. https://doi.org/10.1108/02634500810902839 DOI: https://doi.org/10.1108/02634500810902839
Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y – a decade of online shopping. Journal of Retailing and Consumer Services, 31, 304–312. https://doi.org/10.1016/j.jretconser.2016.04.015 DOI: https://doi.org/10.1016/j.jretconser.2016.04.015
Liu, X., Mehraliyev, F., Liu, C., & Schuckert, M. (2020). The roles of social media in tourists’ choices of travel components. Tourist Studies, 20(1), 27–48. https://doi.org/10.1177/1468797619873107 DOI: https://doi.org/10.1177/1468797619873107
Loureiro, S.M.C., Stylos, N., & Bellou, V. (2021). Destination atmospheric cues as key influencers of tourists’ word-of-mouth communication: Tourist visitation at two Mediterranean capital cities. Tourism Recreation Research, 46(1), 85–108. https://doi.org/10.1080/02508281.2020.1782695 DOI: https://doi.org/10.1080/02508281.2020.1782695
Luo, Q., & Zhong, D. (2015). Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites. Tourism Management, 46, 274–282. https://doi.org/10.1016/j.tourman.2014.07.007 DOI: https://doi.org/10.1016/j.tourman.2014.07.007
Mancha, R.M., & Yoder, C.Y. (2015). Cultural antecedents of green behavioral intent: An environmental theory of planned behavior. Journal of Environmental Psychology, 43, 145–154. https://doi.org/10.1016/j.jenvp.2015.06.005 DOI: https://doi.org/10.1016/j.jenvp.2015.06.005
Mehran, J., Olya, H.G.T., Han, H., & Kapuscinski, G. (2020). Determinants of canal boat tour participant behaviours: An explanatory mixed-method approach. Journal of Travel & Tourism Marketing, 37(1), 112–127. https://doi.org/10.1080/10548408.2020.1720890 DOI: https://doi.org/10.1080/10548408.2020.1720890
Mohanan, M., & Shekhar, S.K. (2021). A study on the mediating effect of FOMO on social media (Instagram) induced travel addiction and risk-taking travel behavioral intention in youth. Journal of Content, Community & Communication, 14(7), 57–67. https://doi.org/10.31620/JCCC.12.21/06 DOI: https://doi.org/10.31620/JCCC.12.21/06
Oliveira, T., Araujo, B., & Tam, C. (2020). Why do people share their travel experiences on social media? Tourism Management, 78, Article 104041. https://doi.org/10.1016/j.tourman.2019.104041 DOI: https://doi.org/10.1016/j.tourman.2019.104041
Paul, H., Roy, D., & Mia, R. (2019). Influence of social media on tourists’ destination selection decision. Scholars Bulletin, 5(11), 658–664. https://doi.org/10.36348/sb.2019.v05i11.009 DOI: https://doi.org/10.36348/sb.2019.v05i11.009
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006 DOI: https://doi.org/10.1016/j.jretconser.2015.11.006
Peighambari, K., Sattari, S., Kordestani, A., & Oghazi, P. (2016). Consumer behavior research: A synthesis of the recent literature. SAGE Open, 6(2). https://doi.org/10.1177/2158244016645638 DOI: https://doi.org/10.1177/2158244016645638
Peters, K., Chen, Y., Kaplan, A.M., Ognibeni, B., & Pauwels, K. (2013). Social media metrics: A framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281–298. https://doi.org/10.1016/j.intmar.2013.09.007 DOI: https://doi.org/10.1016/j.intmar.2013.09.007
Polit, D.F., & Beck, C.T. (2010). Generalization in quantitative and qualitative research: Myths and strategies. International Journal of Nursing Studies, 47(11), 1451–1458. https://doi.org/10.1016/j.ijnurstu.2010.06.004 DOI: https://doi.org/10.1016/j.ijnurstu.2010.06.004
Pop, R.-A., Săplăcan, Z., & Alt, M.-A. (2020). Social media goes green: The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), Article 447. https://doi.org/10.3390/info11090447 DOI: https://doi.org/10.3390/info11090447
Preacher, K.J., & Hayes, A.F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891. https://doi.org/10.3758/BRM.40.3.879 DOI: https://doi.org/10.3758/BRM.40.3.879
Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: An empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/JEIM-04-2012-0011 DOI: https://doi.org/10.1108/JEIM-04-2012-0011
Schroeder, P., & Anantharaman, M. (2017). ‘Lifestyle leapfrogging’ in emerging economies: Enabling systemic shifts to sustainable consumption. Journal of Consumer Policy, 40(1), 3–23. https://doi.org/10.1007/s10603-016-9339-3 DOI: https://doi.org/10.1007/s10603-016-9339-3
Severo, E.A., de Guimarães, J.C.F., Dellarmelin, M.L., & Ribeiro, R.P. (2019). The influence of social networks on environmental awareness and the social responsibility of generations. Brazilian Business Review, 16(5), 500–518. https://doi.org/10.15728/bbr.2019.16.5.5 DOI: https://doi.org/10.15728/bbr.2019.16.5.5
Severo, E.A., de Guimarães, J.C.F., & Dorion, E.C.H. (2018). Cleaner production, social responsibility and eco-innovation: Generations’ perception for a sustainable future. Journal of Cleaner Production, 186, 91–103. https://doi.org/10.1016/j.jclepro.2018.03.129 DOI: https://doi.org/10.1016/j.jclepro.2018.03.129
Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet Research, 19(1), 7–25. https://doi.org/10.1108/10662240910927795 DOI: https://doi.org/10.1108/10662240910927795
Stiakakis, E., & Vlachopoulou, M. (2017). The impact of social media on travelers 2.0. Tourismos: An International Multidisciplinary Journal of Tourism, 12(3), 48–74.
Sukawati, T., Astawa, I., Susyarini, N., & Sumawidari, I.A.K. (2019). Environmental knowledge and consumer intention to visit green tourism village. In R. Yuniarti, A. Iswara & A. Setiawan (Eds.), Proceedings of the International Conference on Applied Science and Technology 2019 – Social Sciences Track (iCAST-SS 2019) (pp. 164–168). Atlantis Press. https://doi.org/10.2991/icastss-19.2019.35 DOI: https://doi.org/10.2991/icastss-19.2019.35
Sultan, M.T., Sharmin, F., Badulescu, A., Stiubea, E., & Xue, K. (2021). Travelers’ responsible environmental behavior towards sustainable coastal tourism: An empirical investigation on social media user-generated content. Sustainability, 13(1), Article 56. https://doi.org/10.3390/su13010056 DOI: https://doi.org/10.3390/su13010056
Sun, Y., & Xing, J. (2022). The impact of social media information sharing on the green purchase intention among Generation Z. Sustainability, 14(11), Article 6879. https://doi.org/10.3390/su14116879 DOI: https://doi.org/10.3390/su14116879
Teng, S., Khong, K.W., & Goh, W.W. (2015). Persuasive communication: A study of major attitude-behavior theories in a social media context. Journal of Internet Commerce, 14(1), 42–64. https://doi.org/10.1080/15332861.2015.1006515 DOI: https://doi.org/10.1080/15332861.2015.1006515
Tham, A., Mair, J., & Croy, G. (2020). Social media influence on tourists’ destination choice: Importance of context. Tourism Recreation Research, 45(2), 161–175. https://doi.org/10.1080/02508281.2019.1700655 DOI: https://doi.org/10.1080/02508281.2019.1700655
Thao, N.T.P., & Trang, B.T.Q. (2018). Characteristics of green hotels’ potential customers: A case of Vietnamese domestic tourists. VNU Journal of Science: Economics and Business, 34(5E), 18–28. https://doi.org/10.25073/2588-1108/vnueab.4196 DOI: https://doi.org/10.25073/2588-1108/vnueab.4196
Ummar, R., Shaheen, K., Bashir, I., Ul Haq, J., & Bonn, M.A. (2023). Green social media campaigns: Influencing consumers’ attitudes and behaviors. Sustainability, 15(17), Article 12932. https://doi.org/10.3390/su151712932 DOI: https://doi.org/10.3390/su151712932
Van Boven, L., Kane, J., McGraw, A.P., & Dale, J. (2010). Feeling close: Emotional intensity reduces perceived psychological distance. Journal of Personality and Social Psychology, 98(6), 872–885. https://doi.org/10.1037/a0019262 DOI: https://doi.org/10.1037/a0019262
Vergragt, P.J., Dendler, L., de Jong, M., & Matus, K. (2016). Transitions to sustainable consumption and production in cities. Journal of Cleaner Production, 134(Part A), 1–12. https://doi.org/10.1016/j.jclepro.2016.05.050 DOI: https://doi.org/10.1016/j.jclepro.2016.05.050
Voorhees, C.M., Brady, M.K., Calantone, R., & Ramírez, E. (2016). Discriminant validity testing in marketing: An analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44(1), 119–134. https://doi.org/10.1007/s11747-015-0455-4 DOI: https://doi.org/10.1007/s11747-015-0455-4
Wunder, S. (2000). Ecotourism and economic incentives – an empirical approach. Ecological Economics, 32(3), 465–479. https://doi.org/10.1016/S0921-8009(99)00119-6 DOI: https://doi.org/10.1016/S0921-8009(99)00119-6
Yadav, R., & Pathak, G.S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120 DOI: https://doi.org/10.1016/j.jclepro.2016.06.120
Yang, D., & Xiao, T. (2017). Pricing and green level decisions of a green supply chain with governmental interventions under fuzzy uncertainties. Journal of Cleaner Production, 149, 1174–1187. https://doi.org/10.1016/j.jclepro.2017.02.138 DOI: https://doi.org/10.1016/j.jclepro.2017.02.138
Yuan, D., Rahman, M.K., Gazi, M.A.I., Rahaman, M.A., Hossain, M.M., & Akter, S. (2021). Analyzing of user attitudes toward intention to use social media for learning. SAGE Open, 11(4), Article 21582440211060784. https://doi.org/10.1177/21582440211060784 DOI: https://doi.org/10.1177/21582440211060784
Yuriev, A., Boiral, O., Francoeur, V., & Paillé, P. (2020). Overcoming the barriers to pro-environmental behaviors in the workplace: A systematic review. Journal of Cleaner Production, 182, 379–394. https://doi.org/10.1016/j.jclepro.2018.02.041 DOI: https://doi.org/10.1016/j.jclepro.2018.02.041
Zhou, S., Yan, Q., Yan, M., & Shen, C. (2020). Tourists’ emotional changes and eWOM behavior on social media and integrated tourism websites. International Journal of Tourism Research, 22(3), 336–350. https://doi.org/10.1002/jtr.2339 DOI: https://doi.org/10.1002/jtr.2339
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
