Do Eco‐Emotions and Climate Change Perceptions Influence Environmentally Conscious Decisions? Implications for Business Strategies

ABSTRACT Despite growing research on explicating travelers' decision‐making processes regarding greener travel options, there remains potential for exploring nuances of different factors and mechanisms that may encourage higher green travel. Grounded in the propositions of the push–pull–mooring framework, our study attempts to explicate whether eco‐emotions (anxiety and grief as push factors) and environmental cognitions (climate change perceptions and destination social responsibility as pull factors) influence travelers' green consumption values and green travel intentions. Data collected via Prolific from 291 green travelers was analyzed using covariance‐based structural equation modeling to test the hypothesized associations. In general, the study results affirm the hypothesized push and pull effects for green consumption values, which in turn play a mediating role to amplify the effects of push and pull factors on green travel intentions, rather than substituting for them. The findings raise significant implications for theory and also provide actionable insights for developing operating and communication strategies for industry practitioners.