Green consumption behaviour has been widely investigated. Scholars have suggested that a luxury tourism product type can be a negative predictor of environmentally friendly consumption intentions. However, conditions under which green practices can be most effective still need to be discovered, particularly in the tourism industry. Therefore, the objective of this present research is to explore the moderation effect of benefit type (self versus other) and benefit timing (now versus future) in the relationship between tourism product type and environmentally friendly consumption intentions, respectively. Specifically, this thesis hypothesizes that a self-benefit appeal will lessen the negative relationship between luxury product type and consumers’ green consumption intentions. In addition, a now-time benefit appeal will strengthen the weak relationship between non-luxury product type and consumers’ green consumption intentions. The hypotheses are tested using two experimental studies in the hotel industry. By understanding the moderating roles benefit type and benefit timing play in the relationship between tourism product type and consumers’ green consumption intentions, the current research advances our understanding in how different types of incentives motivate green consumption behaviours, and provides managerial implications for promoting environmentally friendly practices and programs to tourists more effectively.
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