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Intention to pay for environmental services: a case study of tourism enterprises in the Mekong Delta, Vietnam

Year: 2025

Type: article

Abstract: The study aims to analyze the factors influencing the intention of tourism enterprises in the Mekong Delta to pay for environmental services.The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypotheses using data collected from 221 tourism enterprises in the Mekong Delta.The analysis conducted using SmartPLS 4.0 reveals that factors such as attitudes, subjective norms, perceived behavioral control, environmental concern, perceived green consumption, expectation of a good life, and government policies have a significant positive impact on the intention to pay for environmental services among tourism enterprises in the Mekong Delta.Based on these findings, the study provides implications and recommendations to encourage the intention to pay for environmental services among tourism enterprises in emerging economies like Vietnam.This study provides valuable insights for emerging economies to promote sustainable tourism development through environmental services.

Source: Journal of Entrepreneurship and Sustainability Issues

DOI: 10.9770/p3395468557

Authors: Nam Danh Nguyen, Lan Ngoc Thi Uong

Institution: Thanh Dong University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: gold

Estimated APC paid: $916