Green Marketing Orientation and Repurchase Intentions in Tourism

Abstract

The global popularity of sharing accommodation platforms has significantly influenced consumer behavior over the past decade. This study investigates how green marketing orientation, trust in the platform, and green image affect consumers' repurchase intentions on such platforms. Data were collected from users aged 18 and older in New Delhi, India, who had prior experience with sharing accommodation platforms. Confirmatory factor analysis and structural equation modelling were employed to analyze the data and test the hypotheses. The results demonstrate that green marketing orientation positively influences both platform trust and perceived green image, which in turn enhance repurchase intentions. This study represents a pioneering effort to establish the mediating roles of trust and green image in the relationship between green marketing orientation and repurchase intention.