Sustainable destination branding: exploring the intersection of green marketing awareness and tourist green purchase behaviour and loyalty

Purpose – While sustainability has gained interest in tourism studies, extant research indicates a gap between consumers’ green marketing awareness and perception and their actual behaviours. Using a Stimulus-Organism-Response (SOR) model, this study contributes to a better understanding of the influence of specific green marketing strategies in shaping environmentally conscious tourist decisions. Methodology/Design/Approach – This study employed a descriptive research approach and quantitatively surveyed 250 tourists in Sweden, selected through a simple random sampling technique. The collected data were analysed using structural equation modelling (SEM), with Confirmatory factor analysis (CFA) applied to refine measurement constructs. Findings – The results revealed that green marketing awareness significantly enhances tourists’ eco-friendly purchasing behaviour. Comparatively, its influence on destination loyalty is weaker. Tourists’ perception partially mediates the relationship between green marketing and green purchase behaviour, and it completely mediates the effect on long-term loyalty. Originality of the research – The study advances existing literature by emphasising the importance of green marketing and its tools in enhancing tourist decision-making, acting as a stimulus influencing tourists’ eco-friendly behaviours. The findings have implications for destination marketing organisations (DMOs) in incorporating strategies to combat greenwashing, improve consumer experiences, and foster long-term loyalty.