Abstract

This study assessed the impact of mindful consumption on tourists’ green purchase intention and explore the mediating roles played by health consciousness, ethical self-identity, and environmental consciousness. Through an online survey, multi-source data were collected from tourists across China, and SmartPLS SEM was used for analysis to accommodate the requirements of complex models and the testing of mediating effects. The findings indicate that mindful consumption directly enhances green purchase intention and exerts an indirect effect through the mediating roles of ethical self-identity and environmental consciousness. However, the impact of health consciousness on green purchase intention was insignificant. This study is the first to link mindful consumption to tourists’ green purchasing behavior, constructing a critical framework to explore how mindful consumption influences green purchase intention. Additionally, it verifies the partial mediating roles of ethical self-identity and environmental consciousness in this process. Tourism stakeholders can utilize the proposed framework to implement strategies that promote tourists’ green purchasing behavior, therefore fostering sustainable development.