... through word of mouth (WOM) can significantly increase their purchase intention. By leveraging authentic peer communication, influencer engagement and increasing community involvement programmes, marketers can effectively encourage consumers' sustainable behaviour. Originality/value This study...

... behavioural outcomes. It also provides novel insights into gender-based differences, particularly the unexpected patterns of pro-environmental commitment among male tourists. Sustainable behaviour is vital for mitigating environmental degradation and promoting biodiversity conservation. Mangrove ecosystems...

... in sustainable travel practices and sustainable behaviour of travellers. Furthermore, the current study investigates the mediating role of inspiration towards sustainability and involvement in sustainable travel practices based on persuasion theory and stimulus-organism-response (S-O-R) theory. Design...