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ABSTRACT
The foundational comprehension of the deliberate ignorance of green/sustainable services from the tourist’s standpoint has been significantly overlooked. Thus, this research aims to testify to the effects of stimuli (information overload and pessimism) on deliberate ignorance towards green tourism. This investigation is grounded in an integration of stimulus-organism-response theory, Cognitive Avoidance Theory and Cognitive Load Theory, with a particular focus on the mediating role of psychological detachment. A quantitative analysis was carried out through a questionnaire in which data was collected from 180 tourists. Structural equation modelling was conducted to examine the hypotheses. The results of this work found that environmental stimuli significantly increased tourists’ psychological detachment towards green services. Furthermore, tourists’ psychological detachment mediated the link between stimuli and deliberate ignorance as an outcome construct. This study suggests that practitioners should pay close attention to the environmental stimuli that may influence tourists’ psychological detachment and subsequently deliberate ignorance action towards green tourism. The present study pioneers the examination of the credible empirical influence of stimuli on tourists’ psychological detachment, subsequently contributing to deliberate ignorance towards green tourism.
Disclosure statement
No potential conflict of interest was reported by the author(s).