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.

本研究考察了生态品牌、生态标签和社交媒体对推动生态旅游目的地绿色消费意愿​​的影响。还研究了动机的中介影响和环境关注对所有提议关系的调节影响。通过在不同生态位置使用结构化问卷调查收集数据。该研究使用了在对 550 名访客的调查中收集的 341 次有效观察的数据。研究结果表明，生态品牌和生态标签与绿色消费意愿​​显着相关。生态品牌被揭示为影响绿色消费意愿​​的最重要因素。然而，社交媒体与绿色消费意愿​​之间的关系受动机调节，受环境关注调节。