Research on the factors affecting the green consumption behavior of tourists in Khanh Hoa

Abstract

This study uses direct interview techniques with domestic tourists visiting Khanh Hoa using a detailed questionnaire. The data collected from 500 domestic tourists is processed by SPSS 20.0 software through Cronbach’s Alpha reliability analysis, exploratory factor analysis (EFA), and linear regression. The research results indicate that three factors have a statistically significant impact on tourists' green consumption behavior: (1) Environmental knowledge, (2) Number of green brands, and (3) Green marketing. The research results allow tourism industry managers to propose helpful policies to improve factors affecting tourists' green consumption behavior in the future.