Drivers of Green Consumption Among Tourists in Bali: Insights From the Theory of Planned Behavior

This study addresses the existing gap in understanding the factors that influence green consumption behavior among tourists in Bali. It specifically investigates the relationship between green consumption attitudes and tourists’ intentions to purchase green products, exploring how environmental concern quality and social influence mediate this relationship. By integrating the Theory of Planned Behavior (TPB) with the Balinese philosophy of Tri Hita Karana, the research offers a culturally relevant framework for sustainable tourism in Bali. Data were collected using purposive sampling, with 304 questionnaires distributed to both domestic and foreign tourists visiting Bali. The questionnaires were administered through Google Forms and manual methods to ensure broad participation. The collected data were analyzed using Structural Equation Modeling (SEM) with AMOS 23, focusing on the relationships between green consumption attitude, environmental concern quality, social influence, and green purchase intention. The findings reveal that green consumption attitude significantly affects both environmental concern quality and green purchase intention, confirming the importance of positive environmental attitudes in promoting sustainable behaviors. Environmental concern quality and social influence partially mediate the relationship between attitude and purchase intention, indicating a complex interaction of factors. However, green consumption attitude did not demonstrate a significant direct influence on social influence or green purchase intention without the mediating effects. These results underscore the interplay between personal attitudes, social factors, and environmental awareness in shaping tourists’ intentions to purchase green products. The study highlights embedding local cultural values, particularly Tri Hita Karana’s emphasis on harmony between humans, nature, and the divine, in promoting sustainable consumption. The insights provide valuable guidance for policymakers and tourism stakeholders aiming to advance sustainable tourism practices that honor both environmental protection and cultural heritage.