Mediators Factors Influence on Consumers’ Intention to Choose Green Resorts

Abstract

Green resorts have received less attention in terms of promotional efforts in our country, therefore, selecting the right marketing strategy is crucial to influence consumers’ behaviour towards choosing a green resort. Review of literature identified environmental concern and electronic word of mouth (eWOM), as potential mediating factors that can influence consumers’ behaviour intentions towards choosing a green resort. These factors are further explored in this study to address gaps in the literature. The results reveal that environmental concern plays a significant mediating role between environmental advertising and consumers’ intention to choose a green resort. Additionally, eWOM also has a significant mediating effect between advertising and consumers’ behaviour intention to choose a green resort. These findings highlight the importance of considering the link between advertising and its impact on green marketing campaigns as well as the development of communication strategies that promote green resorts.