Environmentally responsible consumption: the role of green marketing and CSR in the tourism industry

1. Introduction

The World Tourism Organization identifies three core pillars underpinning sustainable tourism development: environmental, economic, and socio-cultural dimensions. Among these, the environmental aspect serves as the foundational element essential for the sustainable growth of tourism destinations. Extant literature emphasizes that sustainable tourism is not merely a conceptual framework or guiding principle but necessitates tangible and actionable strategies. One prominent approach is responsible tourism, which operationalizes sustainability by addressing environmental preservation, economic viability, and social equity. Responsible tourism seeks to safeguard critical ecological functions, conserve biodiversity, and protect natural heritage sites. Importantly, the responsibility for implementing such practices extends beyond tourism enterprises to include all stakeholders, notably tourists themselves. This collective approach not only facilitates environmental conservation but also contributes to the socio-economic upliftment of local communities.

In practice, the viability of many tourism activities is closely linked to the integrity of natural resources at the destination. Consequently, attracting environmentally conscious tourists has become a pivotal strategy for advancing sustainable tourism. Academic inquiry into environmentally responsible consumer behavior has intensified, with ethical and normative frameworks demonstrating superior explanatory power for behavioral intentions related to environmental stewardship (Rothengatter & Huguenin, 2004). However, there remains a prevailing issue of businesses exploiting green media channels to engage in greenwashing activities. This phenomenon has become widespread in the tourism and hospitality industry, posing risks to the reputation of green hotels and sustainable destinations (Alyahia et al., 2024). Accordingly, this study centers on the ethical and normative dimensions of environmentally friendly behavior.

Khanh Hoa province, endowed with rich tourism assets, draws both domestic and international visitors. Following the disruptions caused by the COVID-19 pandemic, the region's tourism sector is gradually recovering, predominantly through domestic tourism. Under the brand identity and slogan “Touching the Heart,” Khanh Hoa's tourism authorities endeavor to communicate the destination's purity, warmth, elegance, and cultural refinement, thereby enhancing its attractiveness. Nevertheless, the sector faces ongoing challenges, including environmental management issues, public health concerns, tourism development misaligned with resource conservation, and unhealthy competition among travel agencies.

This research aims to investigate how green marketing and corporate social responsibility (CSR) influence and promote environmentally responsible behaviors among Generation Z consumers. From a managerial standpoint, insights into both the direct and indirect effects of these factors will enable tourism managers to identify critical elements for designing effective green communication strategies that foster positive community perceptions and support sustainable tourism development.

2. Theoretical basis

2.1. Environmentally responsible consumer behavior

Environmental responsibility can be understood as an individual's intention to actively engage in addressing ecological issues (Jaiswal & Bihari, 2020). Once this sense of responsibility stabilizes, it has the capacity to significantly shape consumers' behavioral intentions (Peattie, 2010). For instance, Hines et al. (1987) developed a theoretical framework illustrating a strong correlation between an individual's perceived responsibility and their engagement in environmentally responsible actions.

Environmentally responsible consumer behavior (EB) is characterized by actions informed by an awareness of the long-term impacts that personal consumption exerts on both natural ecosystems and social environments (Epstein, 2008). Such behavior is guided by internalized norms - including attitudes and ethical beliefs - that individuals apply to themselves and others, which in turn influence their behavioral intentions. When combined with relevant information, these norms promote responsible consumption patterns. Consumers who are environmentally conscious tend to make deliberate and rational decisions, taking into account budgetary limitations rather than merely fulfilling immediate desires (Catlin et al., 2017). Consequently, responsible consumers thoughtfully evaluate their genuine needs and consider the broader implications of their consumption on other individuals and the environment.

2.2. CSR awareness and its relationship with EB

Environmental protection serves as a fundamental pillar for the survival and sustainable growth of enterprises. In recent years, consumer awareness regarding environmental protection and climate change has grown substantially. Modern consumers tend to value companies that actively demonstrate social and environmental responsibility. Consequently, when organizations publicly commit to environmental stewardship, they align with consumers' values and priorities, fostering a strong emotional bond that enhances brand loyalty and admiration. Moreover, firms perceived as ethical are often associated with higher quality and enjoy elevated social esteem.

Corporate social responsibility (CSR) encompasses a company's initiatives and duties aimed at reducing negative social and environmental impacts while maximizing long-term benefits for society (Mohr et al., 2001). This framework acknowledges that companies, as economic entities within society, rely on social and natural resources. When companies and consumers share congruent goals, values, and ethical principles, their environmental attitudes tend to converge (Kale et al., 2000).

In the tourism industry, CSR activities are intricately connected to the prudent management of social and environmental resources, with particular emphasis on supporting local communities in achieving sustainability (Moneva et al., 2006). Consumers who express environmental concern are more likely to develop favorable attitudes toward ecological issues and engage in environmentally conscious behaviors in both daily life and consumption contexts (Paco & Raposo, 2009).

The study by Latif et al. (2022) concluded that when CSR activities are perceived authentically and genuinely, they create a trustworthy environment that promotes environmentally friendly behaviors among employees. Research by Tian et al. (2011) further demonstrates that CSR awareness (CA) significantly influences consumer behavior. Companies with well-defined CSR commitments tend to build customer trust and are perceived as stable, sustainable brands, as consumers expect consistent quality in their products and services over time. This trust fosters stronger brand loyalty and positively impacts consumers' purchase intentions, thereby underscoring the strategic importance of CSR initiatives in enhancing overall corporate performance. Accordingly, the following hypothesis is formulated:

H1. CSR awareness positively affects EB.

2.3. Green marketing and its relationship with CSR awareness and EB

Green marketing (GM) encompasses actions targeting all consumers and includes various marketing activities (e.g., planning, processes, production, and promotion) designed to demonstrate a company's commitment to minimizing the environmental impact of its products and services (Groening et al., 2018). Essentially, green marketing is not limited to marketing activities or product features but extends to production processes and techniques. Moreover, green marketing serves as a foundation for consumers to enhance green authenticity while simultaneously reducing perceptions of greenwashing regarding service providers. However, if a company does not offer genuinely environmentally friendly products and services, its green marketing tactics can be perceived as greenwashing. Thus, green marketing can enhance corporate reputation while supporting customers and society in moving towards more environmentally sustainable alternatives (Azazz et al., 2024).

Thus, green marketing is a responsible and comprehensive management process capable of identifying, anticipating, and meeting stakeholder expectations. Green marketing meets consumer demands for environmental protection and increases product interest. As a result, companies fulfill social responsibilities and build a strong reputation (Wu & Liu, 2022). Accordingly, the following hypothesis is proposed:

H2: Green marketing positively affects CSR awareness.

Customers are increasingly aware of environmental protection. Therefore, service providers consistently strive to convey positive signals to consumers in order to build their awareness and trust. According to signaling theory, Pecot et al. (2018) argue that retailers emphasize CSR activities as a signal to environmentally conscious customers, thereby strengthening customers' trust in the company. Customers often trust retail businesses because of their perception of the company's concern for environmental and social issues (Pecot et al., 2018).

According to Chen and Chang (2014), when customers recognize and recall environmentally friendly brands, they perceive them as green brands. Therefore, companies strive to create and maintain positive brand attitudes through green marketing to foster trust-based relationships with customers (Zehir et al., 2011). In a different approach, the study by Zaid et al. (2025) concludes that corporate greenwashing activities negatively affect consumers' green purchase intentions. Thus, green marketing plays a crucial role in reducing green skepticism and enhancing consumers' green purchasing behavior. Successful companies are increasingly mindful of consumer aspirations for environmentally friendly products. Specifically, green marketing is implemented through activities such as research, design of eco-friendly products, changes in production processes, packaging, distribution, and product communication. Consumers value and trust brands that engage in green marketing (Richards, 2013). Accordingly, the following hypothesis is proposed:

H3: Green marketing positively affects EB.

Synthesizing from three hypotheses, a theoretical research model is proposed (Fig.1).

Figure 1. Research model

3. Research methods

The objective of this study is to develop a theoretical research model to stimulate environmentally responsible consumption behavior among gen Z consumers in Khanh Hoa province by exploring the roles of CSR and green marketing in both direct and indirect relationships with consumption behavior. This study focuses on developing messages (stimuli) so that young consumers can not only perceive and understand but also change and form positive attitudes and behaviors (responses) toward environmental protection.

This research is expected to contribute to the understanding of consumer behavior in tourism by applying the Theory of Planned Behavior (TPB) and signaling theory. In the theoretical context, TPB supports this study as it posits that subjective norms and attitudes influence behavior. According to signaling theory, people exchange information when uncertain of one another's intentions (Spence, 1978). This theory describes how accurate information should be transmitted to establish appropriate norms and attitudes to reinforce specific behaviors.

A mixed-methods approach was employed. The qualitative study included interviews with 10 experts in tourism and marketing, resulting in the development of the theoretical research model. The measurement scales were adapted and modified based on previous studies. Accordingly, the keyword “tourist destination” was incorporated into the items of the GM and CA scales. Additionally, the question structures were adjusted to better fit the cultural context of Generation Z in Vietnam. For example, the item “When I have a choice between two equal products, I always purchase the one less harmful to the natural environment” was transformed into “I always buy the product that is less harmful to the natural environment when choosing between two products of comparable quality.” To evaluate and refine these items, a pilot test was conducted with 30 tourists. As a result, the finalized questionnaire consisted of 17 items across three constructs. Next, the quantitative study involved a survey of 230 young consumers in Khanh Hoa province. Data analysis procedures included reliability assessment (Cronbach's Alpha), exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and hypothesis testing. Structural equation modeling (SEM) was used to analyze the data.

4. Measurements

This study utilized a survey research design to empirically test and validate the proposed hypotheses. The questionnaire was developed and pretested to ensure reliability and validity, with revisions made based on expert feedback. The questionnaire comprised two main sections. The first section included items related to green marketing activities of service providers, gen Z's perceptions of corporate social responsibility, and gen Z's environmentally responsible consumption behavior. A five-point Likert scale was used, with 1 indicating “strongly disagree” and 5 indicating “strongly agree.” The second section collected demographic data, including gender, age, educational background, and employment status. These demographic characteristics were carefully selected to represent the diversity of the gen Z target group.

The research model included the variables GM, CA, and EB. The measurement scales were adapted from previous studies. Specifically, the GM scale was adapted from Correia et al. (2023) with seven items. The CA scale included four items from Su et al. (2017). The EB scale was adapted from Hosta and Zabkar (2021). All items were translated from English to Vietnamese by English lecturers.

5. Results and Discussion

Data was collected by convenience method through questionnaire survey. A preliminary survey was administered to 30 individuals. After making adjustments and consulting with experts, the main survey was conducted with 230 Gen Z consumers in Nha Trang, Khanh Hoa province, in March 2025. A total of 213 valid responses were received. The demographic characteristics of the respondents are presented in Table 1.

Table 1. Respondents' profile

Source: Author's own analysis

Next, the alpha coefficient assessment is performed. The Cronbach's alpha coefficient was calculated to determine the reliability of the constructs (Table 2). The Cronbach's alpha values ranged from 0.924 to 0.929, indicating an acceptable level of reliability (Nunnally, 1978). To assess convergent validity, we considered three indicators: factor loading, composite reliability, and average extracted variance. The measurement constructs met the specified criteria: all factor loadings form 0.466, and the composite reliability values ranged from 0.928 to 0.929 (Bagozzi et al., 1998). All AVE values were between 0.659 and 0.764 and exceeded the 0.50 threshold (Kline, 2011). Finally, the squared correlations between each pair of constructs (the highest being (0.735)2, corresponding to 0.540) are consistently lower than the respective constructs' average variance extracted (AVE), with the lowest AVE value being 0.659. Therefore, it can be concluded that all data satisfy the measurement model criteria as proposed by Fornell and Larcker (1981).

Table 2. Measurement model analysis

Note: C.R.: Composite Reliability; AVE is shown as italicized at diagonal; Values below the diagonal are the correlation coefficients between the concepts; C.R. ≥ 0.7; AVE ≥ 0.5; p < 0.001.

After establishing consistency, reliability, and validity of the data, the next stage involved hypothesis testing. For hypothesis testing, achieving the model fit indices of the SEM model is a prerequisite. Hypothesis testing was only conducted when the SEM model's goodness-of-fit indices met the established criteria. The model fit was assessed using CMIN/df, CFI, GFI, TLI, RMR, and RMSEA. The fit index values are presented in Table 3. The results confirmed that all indices were within acceptable ranges.

Table 3. Structural model indices

χ² =197.800; df = 116; , p

Finally, the testing of hypotheses. The results are presented in Table 4.

Table 4. Hypothesis testing results

Note: GM: Green Marketing; CA: CSR awareness; EB: Environmentally responsible consumer behavior; *: p = 0.000.

Hypothesis H1 posits that gen Z's perception of corporate social responsibility activities affects their environmentally responsible consumer behavior. Data analysis results show a statistically significant relationship between these two variables (β = 0.545, p = 0.000). Thus, H1 is supported. Next, Hypothesis H2, which examines the impact of green marketing on CSR awareness, demonstrates a significant influence of green marketing in enhancing tourists' awareness of CSR implementation activities, explaining 54.0% of the variance in this construct (β = 0.735, p = 0.000, R² = 54.0%). Finally, Hypothesis H3 proposes that green marketing positively affects environmentally responsible consumption behavior. The data analysis reveals a statistically significant relationship between these two variables (β = 0.297, p = 0.000). Furthermore, together with CSR awareness, green marketing helps explain 62.3% of the variance in environmentally responsible behavior.

To explore the latent indirect relationship between GM and EB, a mediation analysis using bootstrap bias-corrected confidence intervals was conducted. The results show a significant value (sig) of 0.001, which is less than the 0.05 threshold (5% significance level), indicating a statistically significant indirect effect of GM on EB. The total standardized indirect effect coefficient is 0.400 (Table 5).

Table 5. Standardized indirect effects

Note: Number of bootstrap samples = 2,000; Two Tailed Significance.

Next, multicollinearity test was performed with 2 independent variables GM and CA, dependent variable EB. The data analysis results presented in Table 6 show that there is no multicollinearity phenomenon (VIF = 1.882 < 3.0).

Table 6. Multicollinearity test results

6. Conclusion

Environmental protection has always been a key concern in the development of integrated, interdisciplinary, interregional, and highly socialized economic sectors such as tourism. The progression of environmental phenomena, together with the growing global concern over climate change, has led to a series of global environmental challenges. To mitigate environmental issues, governments worldwide have encouraged consumers to engage and act to protect the environment, through green and responsible consumption. In this context, this study was designed to investigate the significance of green marketing activities and CSR of tourism service providers for the environmentally responsible consumption behavior of Gen Z in Khanh Hoa province.

This study represents an effort to provide in-depth insights into the role of green marketing and corporate social responsibility in enhancing environmentally responsible consumer behavior among gen Z. The research revealed a significant and meaningful relationship between CSR awareness and environmentally responsible consumption behavior among gen Z. These findings support the view that promoting genuine environmentally friendly activities and ensuring clear communication about sustainability efforts can effectively counteract the adverse impacts and mitigate the negative effects of greenwashing, thereby contributing to the long-term sustainability of business operations (Alyahia et al., 2024). This result demonstrates that the emergence of environmental concern stimulates responsible consumption behavior among today's gen Z.

Furthermore, the findings also indicate that corporate green marketing activities are considered an important precursor to forming clearer perceptions and awareness among gen Z customers regarding the implementation of corporate social responsibility. This, in turn, promotes environmentally responsible consumption behavior among customers. Previous studies have also explored the relationship between factors such as green advertising and CSR on organizational customers' green behavioral intentions (Bang & Cong, 2024; Jabeen et al., 2023). However, the authors Azmi et al. (2025) also noted that there has been a rise in highly sophisticated smart green communication campaigns on social media, resulting in consumers losing trust in green brands and skepticism about sustainable development. Specifically, the more polished and emotionally appealing green marketing messages are without verifiable evidence - the more likely they are to encounter cognitive and emotional resistance, ultimately damaging the brand's reputation. Therefore, our research is a further step that enriches existing literature by clarifying a unique aspect from the perspective of gen Z consumers. Thus, by integrating green marketing processes into their marketing strategies, along with CSR implementation, businesses can successfully build a green corporate image within the community. This result implies that service and tourism enterprises in particular, as well as the tourism industry in Khanh Hoa province in general, should provide more objective information to tourists so that they can accurately understand green marketing programs, CSR initiatives, and their benefits and impacts on the environment. This would enhance consumer awareness of environmental issues, thereby promoting their environmentally responsible consumption behavior.

These findings are consistent with current CSR research (Zhang et al., 2020), showing that stakeholders such as customers, investors, and the community tend to place their trust and concern in companies that effectively implement social responsibility. This demonstrates that CSR is not merely a formal activity but also contributes to building trust and support from stakeholders, thereby enhancing the reputation and competitive advantage of the business. Furthermore, the study results also demonstrate the mediating role of CA in the relationship between GM and EB. This finding supports and extends the assertion of Latif et al. (2002) regarding the bridging role of CSR authenticity. Specifically, when a third party (in this case, employees) perceives CSR activities, as reflected through CSR authenticity, they are more likely to engage in environmentally friendly behaviors.

The findings of this study hold significant implications both theoretically and practically for strategies to promote green brand image in the tourism sector. From a theoretical perspective, consumers' perceptions of green marketing activities and CSR initiatives have an impact on their consumption behavior. However, the relationships among these variables remain insufficiently understood by researchers. Moreover, there has been no prior study that has examined these variables within a single theoretical framework. Therefore, this research contributes to the development of a theoretical model, which is constructed and empirically tested by integrating three distinct variables - green marketing, perceptions of CSR, and environmentally responsible consumer behavior - derived from validated studies in literature. Specifically, this study provides a new perspective to literature by considering the role of CSR as a mediating mechanism between corporate green marketing activities and the environmentally responsible consumption behavior of gen Z. To the best of the authors' knowledge, this relationship is novel.

From a practical standpoint, service providers should tailor their CSR programs to align with the interests of their target customer markets. Understanding customer segments and their social norms is essential. Customizing CSR activities to match these values can enhance the effectiveness of green marketing campaigns.

Green tourism development has been identified as a strategic direction for the growth of Vietnam's tourism industry. In this trend, the tourism sector in Khanh Hoa has made efforts in environmental protection activities, and tourism businesses have also shifted towards green tourism development, such as building solar energy ecosystems (Six Senses Ninh Van Bay), reducing plastic waste by operating on-site bottled water plants and using environmentally friendly products (Ana Mandara Cam Ranh), and developing ecotourism models at Ba Ho Tourist Area (Ninh Hoa Town) and Lang Nho – Ho Lang Nhot Tourist Area (Dien Khanh District). In April 2024, the People's Committee of Khanh Hoa Province organized the “Green and Sustainable Tourism Development” forum to seek solutions, mechanisms, and orientations for sustainable tourism development in Khanh Hoa. On June 11, the People's Committee of Khanh Hoa Province announced the Green Tourism Standards for the province. This marks a significant milestone in the process of developing sustainable, environmentally friendly, and community-harmonious tourism, aligning with global trends. The issuance of the Green Tourism Standards helps tourism businesses review their green transformation and sustainable development activities, setting specific standards to help businesses improve service quality and visitor experience.

Therefore, the research results are not only theoretically valuable but can also be applied in practice to develop effective green marketing strategies and implement CSR in the tourism sector, thereby contributing to the sustainable development of Khanh Hoa's tourism industry.

However, the study still has certain limitations. This study's sample is limited to Generation Z in Khanh Hoa province, restricting generalizability. Future research should include a broader age range and larger sample size. Additionally, the model examines only three variables green marketing, CSR perceptions, and environmentally responsible behavior failing to capture the full range of motivations behind Gen Z's consumption. Expanding the variables studied would enhance understanding of this behavior's complexity and better inform green marketing and sustainable development strategies for young consumers.

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Appendix

Scale Items for Measuring Study Constructs

Green marketing (GM) (Correia et al., 2023)

CSR Awareness (CA) (Su et al., 2017)

Environmentally responsible consumer behavior (EB) (Hosta & Zabkar, 2021)

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