The purpose of this study is to employ the value-attitude-behavior framework and self-determination theory to investigate the effect of consumers' environmental values (biospheric, altruistic, and egoistic) on their attitudes toward purchasing sustainable tourism products (STPs), and subsequently, on their intention to purchase STPs. Furthermore, this study proposes that consumers' prosocial motivation and future focus moderate the relationship between attitudes and purchase intention.
Data were collected from a sample of 550 Vietnamese tourism consumers to validate the measures, test the proposed hypotheses, and determine the necessity levels.
The results from PLS-SEM and necessary condition analysis demonstrated that consumers' biospheric values were not only an antecedent but also a necessary condition for attitudes toward purchasing STPs. However, consumers' altruistic values served merely as an antecedent, whereas their egoistic values did not play any role. Furthermore, consumers' prosocial motivation and future focus moderated the relationship between attitudes and purchase intention; both factors served as necessary conditions for purchase intention.
Sustainable tourism providers should design and implement marketing campaigns that activate consumers' environmental values and motivations to foster STP consumption.
This study contributes two additional boundary conditions and serves as a pioneer in deciphering the necessity and sufficiency of factors that foster consumers' STP consumption.
