Sung, Pei Ling, Hsiao, Teng Yuan, Huang, Leo and Morrison, Alastair ORCID: https://orcid.org/0000-0002-0754-1083 (2021) The influence of green trust on travel agency intentions to promote low-carbon tours for the purpose of sustainable development. Sustainable Development, 28 (4). pp. 1185-1199. ISSN 0968-0802 (Print), 1099-1719 (Online) (doi:10.1002/csr.2131)

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Abstract

Through corporate social responsibility, tourism companies can contribute to sustainable development by embracing concepts such as low-carbon tourism and environmental protection. The purpose of this research was to determine the intention of Taiwanese travel agencies to promote low-carbon tours by incorporating government-approved eco-friendly travel products. In total, 427 valid questionnaires were collected and examined by means of PLS-SEM. The findings showed that green trust not only had a significant and direct impact on intentions to sell low-carbon tours, but also influenced agency attitudes, subjective norms, and perceived behavioral control. The study also demonstrated that the TPB was appropriate for predicting intentions for green decision-making at an organizational level and that subjective norms (e.g., peers, customers) influenced by green trust displayed more predictive strength (53.4%). The findings provide a method for incorporating low-carbon tourism into the travel industry.

Item Type:	Article
Uncontrolled Keywords:	corporate social responsibility; green trust; low-carbon tourism; sustainable development; theory of planned behavior
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Faculty / School / Research Centre / Research Group:	Faculty of Business Greenwich Business School > Tourism and Marketing Research Centre (TMRC) Greenwich Business School > Networks and Urban Systems Centre (NUSC)
Last Modified:	02 Dec 2024 16:27
URI:	http://gala.gre.ac.uk/id/eprint/46971

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