Preference reversal of green tourism products

The green concept has transformed consumer behavior in the tourism and hospitality industry, sparking interest in how to stimulate green product purchases. While cause-related marketing is an effective strategy, few studies focused on adjusting the donation subject to obtain better results, let alone its preference reversal effect. This study proposes a joint donation framing and explores the influence mechanism of the donation subject framing and its preference reversal effect. Findings indicate that joint donation framing increases purchase intention more than corporate donation framing, with psychological ownership as a mediator. In addition, different evaluation models did not lead to expected preference reversals. This study contributes to cause-related marketing literature and cognitive processes in preference reversals while offering insights for promoting green tourism consumption.