Understanding the effects of eco-label, eco-brand, and social media on green consumption intention in ecotourism destinations

This study examined the impact of eco-brand, eco-label and social media on driving green consumption intention in ecotourism destinations. The mediating influence of motivation and the moderating impact of environment concern on all proposed relationships were also investigated. Data were collected by using a structured questionnaire survey at different eco-locations. The research uses the data from 341 valid observations collected in the survey of 550 visitors. The findings indicated the significant association of eco-brand and eco-label with green consumption intention. Eco-brand was revealed as the most important factor impacting green consumption intention. However, the relationship between social media and green consumption intention was mediated by motivation and moderated by environment concern. This study contributes to theoretical and practical implications by proposing the green behavioral model.