The Influence of Green Marketing Orientation on Repurchase Intention: A Study of Travel and Tourism Sites

Abstract

Popularity of sharing accommodation applications globally has led to a significant spike in the perceived effects on customers in the last decade. Insights from the current study can be gained regarding how green marketing orientation, trust in platform and green image affect consumers repurchase intentions in sharing accommodation platforms. 18-year-old or older users of sharing accommodation platforms in the Indian metropolis of New Delhi were polled in order to acquire factual information. In order to examine the data and test the provided hypotheses, techniques including confirmatory factor analysis and structural equation modelling were used. Research results confirmed that a focus on green marketing influences platform trust and green image favorably, which in turn influences repurchase intention. This arguably is the first effort to establish how trust in platform and green image might relate green marketing orientation with repurchase intention