Enhancing consumers' intention to stay in an eco-resort via climate change anxiety and connectedness to nature

Abstract

This research investigates the impact of consumers' environmental knowledge, connectedness to nature and climate change anxiety on their intention to stay in an eco-resort. Data (n = 388) were collected from Australian respondents through a structured online questionnaire and analysed using IBM SPSS AMOS 28. Drawing propositions from the norm activation theory and integrating positive and negative feelings in a single model, we find that consumers' environmental knowledge positively influences their pro-environmental behavioural intention (β = 0.137, SE = 0.047, p = 0.007). Moreover, this relationship is serially mediated by consumers’ connectedness to nature and climate change anxiety (β = 0.026, SE = 0.008, CI: 0.012, 0.043). Our research expands the conceptual domain of the focal variables from environmental psychology to the area of consumer psychology in sustainable tourism. The implications of our findings are particularly relevant for marketers in the eco-resort industry, as they highlight the significance of leveraging connectedness to nature and climate change anxiety as mediating factors to develop compelling promotional strategies that communicate eco-friendly practices and immersive sustainable experiences, thereby appealing to environmentally conscious consumers and gaining a competitive edge in tourism.