Green value co-creation behavior: The role of green practices and green certifications


Authors

  • Nguyen Thi Huyen Ngan Thuongmai University
DOI: https://doi.org/10.57110/vnu-jeb.v5i3.433

Keywords:

Green certifications, green perceived value, green value co-creation behavior, green practices, green satisfaction

Abstract

In the face of negative impacts of tourism on the environment, green tourism has gained increasing attention. Based on the Stimulus-Organism-Response (SOR) theory, this study aims to evaluate the role of green practices and green certifications on customer behavior, including green perceived value, green satisfaction, and green value co-creation behavior. The quantitative research involves reliability analysis, exploratory factor analysis, measurement model analysis, and structural equation modeling. The research results show that green practices have a positive effect on green perceived value, green satisfaction, and green value co-creation behavior. Although there is no evidence to suggest that green certifications directly affect on green value co-creation behavior, they have a positive affect perceived green value, green satisfaction, and indirectly positively affect green value co-creation behavior.

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25-06-2025

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Nguyen Thi Huyen Ngan. (2025). Green value co-creation behavior: The role of green practices and green certifications. VNU JOURNAL OF ECONOMICS AND BUSINESS, 5(3), 16. https://doi.org/10.57110/vnu-jeb.v5i3.433

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