The moderating role of nature beautification in the relationships between destination source credibility, post-materialistic values, green consumption attitude, and green consumption engagement

This study investigates the moderating role of nature beautification in the relationships between destination source credibility, post-materialistic values, green consumption attitude, and green consumption engagement within the context of Vietnamese nature-based tourism. Grounded in Social Cognitive Theory, the research explores how cognitive and environmental factors jointly influence tourists’ engagement in green consumption. Using Partial Least Squares Structural Equation Modeling on data from 429 Vietnamese travelers, the study reveals that destination source credibility and post-materialistic values significantly influence green consumption attitude and engagement. Green consumption attitude mediates these relationships, while nature beautification enhances the effects of credibility and attitude on engagement. However, nature beautification does not moderate the link between post-materialistic values and engagement. These insights contribute to the ecotourism literature by integrating psychological and esthetic dimensions and offer practical guidance for promoting environmentally responsible travel through strategic communication, experiential marketing, and nature-focused destination design.