Title: Using the sustainable strategy of green practices to achieve eco-friendly behaviour

Authors: Jen-Hung Wang; Jin-Feng Tao

Addresses: School of Economics and Management, Guangzhou Institute of Science and Technology, Guang Dong, China; Department of Regional and Social Development, National Taichung University of Education, Taichung, Taiwan ' Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau SAR, China

Abstract: Businesses use green practices to gain a sustainable competitive advantage and foster sustainable economic growth. Green practices play a critical role in establishing a positive brand image and facilitating the development of an environment-friendly society. This study examines the relationships between green practices, green brand image, perceived value, environmental awareness, and eco-friendly behaviour. We took three green scenic spots (the Confucian Temple, the ShaJiaBang.YuMount and ShangLake Tourist Area, and the Taihu Turtle-Head Peninsula Scenic Area) in Jiangsu Province in China as the study locations. Tourists visiting these locations were the study subjects. This study distributed an online questionnaire using www.wjx.cn. The final valid samples included 603 responses. After analysing the data using SPSS 25 and AMOS 23, the findings indicate the following: 1) green practice has a significant positive influence on green brand image, environmental awareness, and eco-friendly behaviour; 2) perceived value and environmental awareness have a significant positive influence on eco-friendly behaviour; 3) environmental awareness and green brand image have a significant positive influence on perceived value.

Keywords: sustainability; green practice; GP; green brand image; GBI; perceived value; PV; environmental awareness; EA; eco-friendly behaviour; EFB.

DOI: 10.1504/IJSD.2024.140685

International Journal of Sustainable Development, 2024 Vol.27 No.4, pp.453 - 477

Received: 07 Sep 2022
Received in revised form: 24 Aug 2023
Accepted: 20 Nov 2023
Published online: 30 Aug 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article