Title: Ecological Consciousness and Sustainable Tourism Ecosystems: A Multi-Dimensional Analysis of Green Marketing Influence on Consumer Decision Pathways in Vietnam's Emerging Market Context
Authors: Minh Tam NGUYEN
Volume: 9
Issue: 5
Pages: 60-76
Publication Date: 2025/05/28
Abstract:
This research investigates the complex relationship between ecological consciousness, green marketing strategies, and sustainable tourism consumption behaviours within Vietnam's rapidly evolving tourism sector. Employing a sophisticated multi-dimensional analytical framework, the study examines how ecological awareness translates into sustainable decision-making pathways among Vietnamese consumers and international tourists in Vietnam's emerging market context. Through a comprehensive quantitative methodology utilizing structural equation modelling (SEM) with Partial Least Squares (PLS) approach complemented by fuzzy-set Qualitative Comparative Analysis (fsQCA), this research offers nuanced insights into the causal configurations that foster sustainable tourism ecosystems. Data collected from 427 respondents reveal that ecological consciousness significantly influences sustainable tourism choices, with green marketing serving as both mediator and moderator in this relationship. The findings demonstrate that environmental knowledge, perceived consumer effectiveness, and environmental concern constitute distinct yet interrelated dimensions of ecological consciousness that differentially impact consumer decision pathways. Green marketing emerges as a critical catalyst in translating awareness into action, particularly when aligned with cultural values and perceived authenticity. The research contributes to existing theoretical frameworks by proposing an integrated model of sustainable tourism consumption that incorporates both rational-cognitive and emotional-experiential factors. These findings offer valuable strategic implications for tourism stakeholders in Vietnam and comparable emerging markets seeking to harness ecological consciousness for sustainable development, while simultaneously addressing the theoretical gap concerning the contextual nuances of green consumption in non-Western settings.