Intention to pay for environmental services: a case study of tourism enterprises in the Mekong Delta, Vietnam

The study aims to analyze the factors influencing the intention of tourism enterprises in the Mekong Delta to pay for environmental services.The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypotheses using data collected from 221 tourism enterprises in the Mekong Delta.The analysis conducted using SmartPLS 4.0 reveals that factors such as attitudes, subjective norms, perceived behavioral control, environmental concern, perceived green consumption, expectation of a good life, and government policies have a significant positive impact on the intention to pay for environmental services among tourism enterprises in the Mekong Delta.Based on these findings, the study provides implications and recommendations to encourage the intention to pay for environmental services among tourism enterprises in emerging economies like Vietnam.This study provides valuable insights for emerging economies to promote sustainable tourism development through environmental services.