Modeling tourists’ green service intentions through the theory of consumption values: A structural equation modeling approach in Vietnam

Promoting green service consumption is essential for advancing the sustainable development of the tourism industry. However, limited research has examined the underlying value-based mechanisms that shape tourists’ intention to choose environmentally friendly services in emerging markets. Employing the theory of consumption values, the study identifies values that influence tourists’ intention to select green services in Vietnam, and how external factors facilitate these values. A structured questionnaire survey was administered, with 514 valid responses. Using structural equation modeling (SEM), the study tests the relationships among publicity, virtual community engagement, green service values, and tourists’ intention to select green services. Social and epistemic values are determined as drivers of tourists’ preferences toward green services. Moreover, the study highlights the role of publicity and virtual communities in activating the values of green services, which is underexplored in prior studies. These findings offer novel theoretical insights into value-based green consumption behavior and provide practical implications for policymakers and managers seeking to foster pro-environmental choices among Vietnamese tourists.