This study investigates the influence of travel constraints, motivation, negotiation, and environmental concern on tourist green consumption intention, with a comparative analysis of individuals with and without ecotourism experience. Drawing on the Constraint-Effects-Mitigation (CEM) model, environmental concern is integrated as a core antecedent that activates value-driven negotiation strategies, bridging leisure constraint theory with environmental psychology. Grounded in Value-Belief-Norm theory and the Theory of Planned Behavior, environmental concern is conceptualized as a driver of adaptive behaviors that mitigate constraints and translate sustainability values into actionable intentions. Data were collected from 432 respondents in Vietnam, including 218 with ecotourism experience and 214 without, and analyzed using Partial Least Squares Structural Equation Modeling and Multigroup Analysis. Results indicate that travel constraints negatively affect green consumption intention among tourists with ecotourism experience, while travel motivation, negotiation, and environmental concern positively influence intention. Negotiation mediates the effects of constraints, motivation, and environmental concern, with stronger relationships observed among tourists with ecotourism experience. These findings highlight the pivotal role of environmental concern and experiential learning in shaping sustainable consumption behavior, offering theoretical contributions to the CEM framework and practical insights for promoting green tourism practices.
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Luong et al. (2026) studied this question.
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