Anticipating Consumer’s Repurchase Intention Due to The Effect of Green Marketing Orientation: A Travel and Tourism Industry Perspective

Abstract

The study discusses the flourishing sharing economy in the digital era, focusing on the peer-to-peer (P2P) accommodation sector within the hospitality industry. It highlights the appeal of this innovative model to environmentally conscious consumers and emphasizes the need to scrutinize the sustainability practices of P2P accommodation operators. Despite extensive research on platforms like Airbnb, there is a gap in understanding the operational business models of P2P accommodation platforms and limited exploration of the impact of green initiatives on consumer attitudes and behavior in the broader sharing economy context. The study addresses these gaps by examining the intersection of green marketing and P2P lodging platforms. The research underscores the crucial role of consumer trust, especially in a context marked by information asymmetry and risks in online bookings. While recognizing the influence of trust on repurchase intention in P2P platforms, the study acknowledges that the mechanisms through which green marketing practices foster trust are not entirely clear.