The Impact of Marketing Tools and Tourists' Green Motivations on Green Purchase Intentions in Sustainable Tourism Destinations (Case of: Tourists of Holy Mashhad)

Document Type : Original Article

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Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

Abstract

Green purchase intention refers to an individual's desire to buy products that are environmentally friendly. The purpose of this study was to investigate the effect of marketing tools and tourists' motivations on green purchase intention through the mediating roles of green brand image and green brand trust, with brand experience as a moderating factor. This research is applied in terms of purpose, descriptive in nature, and survey-analytical in terms of data collection. The statistical population included all tourists in the holy city of Mashhad during the first half of 1403 (2024); based on Cochran's formula, 384 individuals were selected through a non-random sampling method. The data collection tool was a standard questionnaire adapted from previous studies. Face validity was assessed by experts, and convergent, divergent validity, and factor analysis were used to evaluate construct validity. Cronbach's alpha and composite reliability were employed to assess reliability. Data analysis was conducted using structural equation modeling and SmartPLS 3 software. The results showed that green marketing tools had a significant effect on green purchase intention through the mediating role of green brand image. In addition, tourists' green motivations significantly affected green purchase intention through the mediating role of green brand trust. Moreover, the impacts of green brand image and green brand trust on the green purchase intention of Mashhad tourists were confirmed, and brand experience played a moderating role in these relationships.

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