Exploring Ethical Purchase Behavior in Tourism Based on Circular Economy: The Mediating Role of Purchase Intention and the Impact of Awareness, Value, and Attitude

نوع مقاله : مقاله پژوهشی

نویسندگان

1 Associate Professor, Department of Business Administration, Payame Noor University, Tehran, Iran

2 Department of Businnes Management, Azad, Tehran, Iran

10.30473/ee.2025.69406.2681

چکیده

The circular economy offers a disruptive transition from the traditional linear economy through the lens of resource efficiency, waste reduction, and natural system restoration via closed-loop operations. This research presents evidence of the influence of environmental consciousness, perceived value, and moral disposition on the ethical buying intentions and behavior of European tourists in Tehran in the context of the circular business model (CBM). Furthermore, the role of individual characteristics in the interactions between them is determined. The study used an applied, descriptive-correlational design. Data collection was done through structured questionnaires, and data analysis was done via SPSS 26, AMOS 25, and PLS-SEM. The results show that awareness, value, and attitude significantly affect purchasing intent, and purchasing intent is a strong predictor of actual behavior. The study adds to the argument for sustainable tourism in the literature by recognizing the psychological aspects of ethical consumption in the context of the circular economy. To this end, it provides practical implications for tourism managers interested in designing and implementing more consumer-centric circular approaches. However, due to the use of a limited, local, and self-reported sample, the results should be interpreted with caution and generalizability should be considered.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Exploring Ethical Purchase Behavior in Tourism Based on Circular Economy: The Mediating Role of Purchase Intention and the Impact of Awareness, Value, and Attitude

نویسندگان [English]

  • Yazdan Shirmohammadi 1
  • Rabeaeh Askari 2
1 Associate Professor, Department of Business Administration, Payame Noor University, Tehran, Iran
2 Department of Business Management, Azad, Tehran, Iran
چکیده [English]

The circular economy offers a disruptive transition from the traditional linear economy through the lens of resource efficiency, waste reduction, and natural system restoration via closed-loop operations. This research presents evidence of the influence of environmental consciousness, perceived value, and moral disposition on the ethical buying intentions and behavior of European tourists in Tehran in the context of the circular business model (CBM). Furthermore, the role of individual characteristics in the interactions between them is determined. The study used an applied, descriptive-correlational design. Data collection was done through structured questionnaires, and data analysis was done via SPSS 26, AMOS 25, and PLS-SEM. The results show that awareness, value, and attitude significantly affect purchasing intent, and purchasing intent is a strong predictor of actual behavior. The study adds to the argument for sustainable tourism in the literature by recognizing the psychological aspects of ethical consumption in the context of the circular economy. To this end, it provides practical implications for tourism managers interested in designing and implementing more consumer-centric circular approaches. However, due to the use of a limited, local, and self-reported sample, the results should be interpreted with caution and generalizability should be considered.

کلیدواژه‌ها [English]

  • Environmental awareness
  • Perceived value
  • Ethical shopping
  • Environmental behavior
  • Circular tourism

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فصلنامه علمی آموزش محیط زیست و توسعه پایدار
دوره 13، شماره 4
1404
صفحه 57-76

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