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Asia Pacific Journal of Tourism Research Volume 27, 2022 - Issue 5
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Research Articles

Improving tourists’ green electronic word-of-mouth: a mediation and moderation analysis

Le Van Huya TRT for Business Intelligence, University of Economics-The University of Danang, Danang City, VietnamCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-1717-8193View further author information
ORCID Icon,
Quyen Phu Thi Phanb The Faculty of Marketing, University of Economics-The University of Danang, Danang City, VietnamORCID Iconhttps://orcid.org/0000-0002-4048-1369View further author information
ORCID Icon,
Hoang Long Phanc The Department of Testing and Quality Assurance, University of Economics-The University of Danang, Danang City, VietnamORCID Iconhttps://orcid.org/0000-0002-4885-1205View further author information
ORCID Icon,
Nhat Tan Phamd The School of Business, International University, Ho Chi Minh City, Vietnam;e Vietnam National University, Ho Chi Minh City, VietnamCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-9927-2257View further author information
ORCID Icon &
Ninh Nguyenf Asia Pacific College of Business and Law, Charles Darwin University, Darwin City, Australia;g Centre of Science and Technology Research and Development, Thuong mai University, VietnamORCID Iconhttps://orcid.org/0000-0001-6050-2633View further author information
ORCID Icon
Pages 547-561 | Published online: 29 Jun 2022
 
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ABSTRACT

Anchoring on the Stimulus–Organism–Response (SOR) and Ability-Motivation-Opportunity (AMO) theories, this research aims to investigate the mechanism through which three green AMO components (i.e. green ability, green motivation, green opportunity) affect green electronic word-of-mouth (green eWOM). A mediation and moderation model that integrates the green AMO components with green attitudes and green eWOM was developed and then validated with data from 600 tourists in an emerging market. Multivariate data analysis reveals that the three green AMO components affect tourists’ green eWOM directly and also indirectly via green attitudes. Moreover, green ability positively moderates the green motivation-green eWOM relationship.

Disclosure statement

The authors have no conflict of interest to disclose.

Additional information

Funding

This research is funded by Vietnam National Foundation for Science and Technology Development (NAFOSTED) under grant number 502.02-2020.35.

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