Green purchasing behaviour of international tourists in Malaysia using green marketing tools: theory of planned behaviour perspective
AK Patwary, M Mohamed, MK Rabiul… - Nankai Business …, 2022 - emerald.com
Nankai Business Review International, 2022•emerald.com
… This study expands the theory of planned behaviour by including green marketing tools to
measure international tourists’ green buying tendency in Malaysia. … The study’s findings
carry implications for managers who are also marketers to formulate strategies with the
perspective of environmental issues of society to promote green purchasing behaviour
among international tourists. Furthermore, managers should also formulate strategies related
to the green initiatives to develop a sustainability agenda in Malaysia for driving green …
measure international tourists’ green buying tendency in Malaysia. … The study’s findings
carry implications for managers who are also marketers to formulate strategies with the
perspective of environmental issues of society to promote green purchasing behaviour
among international tourists. Furthermore, managers should also formulate strategies related
to the green initiatives to develop a sustainability agenda in Malaysia for driving green …
Abstract
Purpose
This study aims to examine the effects of green marketing tools on tourists’ behavioural intention to buy green products by measuring individuals’ subjective norms, attitudes and perceived behavioural control.
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