Impact of environmentally responsible factors on green packaging usage intention: an empirical evidence from marine tourists in Bangladesh

This study investigates the influence of environmental behaviour factors, environmental knowledge, control centre, personal responsibility, and attitude on the intention to use green packaging among marine tourists in Bangladesh. Using the framework of Environmental Responsible Behaviour (ERB) theory, this empirical study explores how individuals’ cognitive and attitudinal factors shape sustainable consumption patterns in coastal tourism areas. This study collected a total of 380 data points from visiting tourists in Cox’s Bazar marine tourism destinations in Bangladesh through structured questionnaires and face-to-face conversations. After data screening, 365 data were analysed using partial least squares structural equation modelling (SEM-AMOS). Results indicate that environmental knowledge, control centre, personal responsibility and attitude significantly predict green packaging usage intention. The findings provide practical implications for policymakers and tourism marketers to design educational campaigns and behavioural interventions promoting sustainable packaging choices. This study enriches the literature on green consumer behaviour in developing nations and offers insights into sustainable tourism management. The study will improve the researchers' capacity to identify additional external variables for examining the integration of ERB factors, especially regarding marine tourists’ usage intentions toward green packaging in Bangladesh.