Geojournal of Tourism and Geosites | 2026
Authors: Mammadov E.; Saltik Z.
DOI: 10.30892/gtg.65243-1748
Journal: Geojournal of Tourism and Geosites
Year: 2026
Publisher: Editura Universitatii din Oradea
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Tourism is one of the fastest-growing industries at a global scale. The rapid growth of global tourism has intensified the urgency of addressing its environmental impacts, driving researchers into searching the determinants of sustainable travel behavior. Considering the expansion of consequences of tourism movements, the current study aims to investigate the role of environmental concerns in shaping tourists’ sustainable travel habits, personal environmental norms, and green product purchasing behavior. Drawing on the Theory of Planned Behavior (TPB), the research develops and tests six hypotheses to explore the interrelationships among these constructs. Data were collected through a structured survey distributed face-to-face to international tourists visiting North Cyprus, and the responses were analyzed using SPSS software. The study comes up with some significants findings. The study puts forward that tourists’ environmental concerns significantly impact their green product purchasing behavior. Yet, environmental concers of tourists were found not to impact sustainable travel behavior as well as personal environmental norms. This study highlights the role of personal norms in developing sustainable travel habits and green product purchasing behaviors. These findings increase the significance of differentiating between low-barrier consumer behaviors and higher-cost, context-dependent travel practices while studying the attitude–behavior relationship. © 2026 by the authors.This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution 4.0 International (CC BY 4.0) License.
environmental concerns; green product purchasing behavior; personal environmental norms; sustainable tourism; sustainable travel habits