Abstract
Amid the global drive towards low-carbon transition, green hotels have become a critical carrier for sustainable tourism development. Economic incentives are widely adopted to stimulate consumers’ green consumption, yet few studies have clarified the interactive effects of incentive type and intensity, as well as their underlying psychological mechanisms. Drawing on social cognitive theory and planned behavior theory, this study employs a 2 (incentive type: discount vs. points) × 2 (incentive intensity: high vs. low) between-subjects experiment to examine how economic incentives shape consumers’ green consumption intention in green hotels, with self-efficacy and perceived behavioral control as dual mediators. Results confirm a significant interaction effect: under low intensity, points outperform discounts; under high intensity, discounts yield stronger effects. Incentive intensity significantly boosts the effectiveness of discounts but has no significant impact on points. Self-efficacy mediates the effect only for discounts, whereas perceived behavioral control mediates positively for discounts and negatively for points. These findings enrich the theoretical framework of green consumption incentives and provide actionable implications for green hotel marketing and tourism sustainability policies.
Recommended Citation
He, Wenjing; Han, Haihui; and Wang, Rui, "The Interaction of Incentive Type and Intensity on Tourists’ Green Consumption Intention: A Dual-Mediation Model" (2026). ICEB 2026 Proceedings (Beijing, China). 110.
https://aisel.aisnet.org/iceb2026/110