Abstract

Most studies on green consumption and sustainable tourism deal mainly with the initial purchase intention of tourists. There is however a lack of studies on continuance intention especially in the context of tourism that involves sporadic and symbolic consumption behaviors. Moreover, the integrated impact of emotional, motivational and attitudinal variables on repeat purchase behaviors in the context of sustainable tourism still need further investigation. Filling a significant gap, this research investigates the drivers of green souvenir consumption, incorporating emotional, motivational, attitudinal, and contextual factors. Applying structural equation modelling, data from 222 souvenir buyers were collected. Findings indicate that eco-friendliness, triggered by nostalgia, significantly influences altruistic motivation, which further strengthens positive attitudes towards local products and pride in buying from locals. Direct impacts from eco-friendliness and altruistic motivation on continuance intention to buy green souvenirs were, however, not statistically significant, indicating that emotions and cognition might be an insufficient single factor to ensure green purchasing habits are sustained. In similar vein, while pride in buying from locals was anticipated to affect eco-friendliness, along with availability of products, these were not found to have a significant relationship. The model provided excellent fit indices, reflecting conceptual solidity. The findings enhance theoretical understanding of consumer behaviour, sustainable tourism, and green consumption by emphasizing the pivotal role of social values as well as emotive involvement in influencing patterns of purchasing green goods. The findings indicate that reinforcing tourists' connection to heritage and to communities is important but needs to be supplemented by structural welfare elements to enable effective, enduring green consumption in tourist contexts.