Digital Eco-Labels as Catalysts for Sustainable Tourism: An Application of an Extended Norm Activation Model

Digital eco-labels are an effective means to shape customers’ decisions towards sustainable tourism and achieve the UN Sustainable Development Goals (SDGs). However, past studies have paid less attention to how digital eco-labels shape customers’ intention to visit green hotels. This study aims to explore the influence of digital eco-labels on customers’ psychological mechanism towards visiting green hotels. Based on an extended Norm Activation Model (NAM), the study employs purposive sampling and collected 640 participants’ data. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was employed for data analysis. The findings indicate that digital eco-labels serve as powerful stimuli that activate awareness of consequences, as well as environmental concern that influences and develops personal credibility in visiting green hotels. These results highlight the significance of the interactive and information-rich digital platform to trigger environmental awareness and promote sustainable hotel practices. Furthermore, the study’s findings provide practical solutions for green hotel managers to design effective digital eco-labels that display clear and credible sustainability information to hotel customers.