The Impact of Green Perceived Attitude, Trust, and Perceived Behavioral Control on Green Purchase Intention and Behavior: Evidence from Hainan’s Green Tourism

Abstract

As a key eco-tourism destination in China, Hainan Province uses its rich natural resources and policy support to promote green tourism. However, challenges remain in enhancing tourists’ perceptions, trust, and intentions toward green tourism behaviors.This study employs Structural Equation Modeling (SEM) to examine how green perceived attitude, green trust, and perceived behavioral control influence green purchase intention and behavior, with special focus on the mediating role of intention.

A purposive sampling technique yielded 330 valid responses from tourists visiting Hainan Province. The results demonstrate that green perceived attitude and perceived behavioral control play a significant role in strengthening green purchase intention, while green trust shows no substantial effect. Additionally, green purchase intention serves as an essential mediator in the link between perceived behavioral control and green purchase behavior. Interestingly, green perceived attitude indirectly affects green purchase behavior through its impact on green purchase intention. On the other hand, green trust exerts a direct and positive influence on green purchase behavior. These findings highlight the critical role of green perceived attitude and perceived behavioral control in fostering green purchase intention and behavior among tourists in Hainan province. To strengthen green tourism in Hainan, policy efforts should prioritize improving tourists' perceived behavioral control and attitudes by increasing the accessibility and appeal of sustainable choices. This can be achieved through subsidies, discounts, and better promotion of eco-friendly accommodations, tours, and transport options. Additionally, green certifications for tourism businesses and public awareness campaigns on the environmental benefits of sustainable tourism will further boost positive attitudes. These measures not only empower eco-conscious decision-making but also position Hainan as a leader in sustainable tourism, aligning with global trends and enhancing its attractiveness to environmentally aware travelers.