Green consumption intention and behavior of tourists in urban and rural destinations

The current explosive growth of global consumption has caused many environmental problems, so guiding and regulating the public’s green consumption intention and behavior is an important issue. By constructing the tourist green consumption model of urban and rural tourism destinations (TAM-TPB), this paper uses the PLS-SEM method to expound the realization path and mechanism of tourists’ green consumption intention in urban and rural destinations. The TAM-TPB model provides better explanatory and predictive power for urban destinations than for rural destinations. In addition, the perceived usefulness plays a significant mediating effect, especially in urban destinations, and the green consumption attitude will not mediate or directly affect consumption intention. Finally, there is a certain gap in tourists’ green consumption intention between urban and rural destinations, but it is limited to the paths from perceived ease of use to consumption attitude and from subjective norm to consumption intention.Highlights The paper studies the realization path and mechanism of tourists’ green consumption intention in urban and rural tourism destinations. The paper first applies TAM to tourism green consumption field, constructing the model of TAM-TPB by PLS-SEM. The TAM-TPB model provides better explanatory and predictive power for urban destinations than for rural destinations. The green consumption attitude does not mediate or directly impact consumption intention. The findings will contribute to enrich the theoretical system of tourism green consumption research and provide practical references for the guidance of public green consumption behavior and the transformation of green consumption.