Who Is Buying Green Products? The Roles of Sustainability Consciousness, Environmental Attitude, and Ecotourism Experience in Green Purchasing Intention at Tourism Destinations

The main purpose of this study was to reveal the relationships between green purchasing intention, sustainability consciousness, environmental attitude, and ecotourism experience within the scope of the theory of planned behaviour. The results of the analysis showed that there are positive relationships between sustainability consciousness, environmental attitude, ecotourism experience, and green purchasing intention. The model was tested using SPSS with 435 survey responses. Tourists with a higher consciousness of sustainability develop positive attitudes toward the environment. Tourists with positive attitudes toward the environment intend to purchase more green products. However, while tourists with more ecotourism experience have stronger green purchasing intentions, less ecotourism experience does not affect green purchasing intentions. This study highlights the critical role of sustainability consciousness in shaping environmental attitudes and behaviours.