Exploring the roles of green marketing tools and green motives on green purchase intention in sustainable tourism destinations: a cross-cultural study

This study explores the impact of green marketing tools (green advertising and eco-labelling) and green motives on green purchase intention, subsequently enhancing green satisfaction and WOM, with brand experience as a moderator. Data from 391 participants in China and 337 in India were analyzed. Findings reveal (a) green marketing tools positively affect green brand image and trust, (b) green brand image and trust mediate the relationship between green marketing tools, motives, and green purchase intention, (c) green purchase intention brings greater satisfaction and WOM, and (d) brand experience moderates the relationship between green brand image, trust, and green purchase intention.