Building Trust in Sustainable Journeys: The Interplay Between Green Marketing, Green Brand Trust, and Tourism Purchase Intentions

This study aimed to examine the impact of green marketing on green purchase intention among tourists, with a specific focus on the mediating roles of brand engagement and green brand trust. The research sought to develop an explanatory model that integrates both cognitive and emotional dimensions in shaping sustainable tourism behavior. A quantitative approach was adopted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected via a structured questionnaire distributed to tourists. A total of 882 valid questionnaires were analyzed in the study. The results revealed a significant and positive direct effect of green marketing on tourists’ green purchase intention. Additionally, green marketing had a significant positive influence on both brand engagement and green brand trust. Both mediators also had direct effects on green purchase intention and were found to play partial mediating roles in the relationship between green marketing and purchase intention. The study offers a dual theoretical contribution by integrating the Theory of Planned Behavior (TPB) and Attachment Theory to explain how green marketing influences eco-conscious purchasing decisions. Practically, it guides tourism organizations toward developing sustainability-focused marketing strategies that build trust and foster emotional engagement with green brands—ultimately encouraging more responsible consumer behavior and deeper tourist commitment to environmentally responsible offerings.