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The major aim of this research was to develop theoretical frameworks clearly explicating airline and restaurant customers' decision formation for eco‐friendly products. Using a quantitative approach, we successfully broadened the norm activation theory by integrating environmental corporate social responsibility (CSR) and attitude toward the behavior. In addition, the theory was effectively deepened by taking the influence of product type (airline vs. restaurant) into account. The developed conceptual frameworks satisfactorily explained the variance in eco‐friendly purchase intention for airline products and for restaurant products, respectively. The mediating effect of attitude, ascribed responsibility, and personal moral norm was uncovered. Additionally, a salient contribution of attitude toward eco‐friendly product use in inducing intention for both airline and restaurant groups was found.

Nature‐based solutions (NBS) are becoming increasingly crucial as NBS brings diverse health‐related benefits to travelers and workers in the tourism business sector. This research explored the influence of green atmospherics as NBS on airport occupants' mental health value, image, and loyalty generation processes. A quantitative approach with a field survey method was employed. A structural equation modeling and metric invariance test were used as data analysis technique. Our empirical result revealed that green atmospherics as NBS significantly improve the occupants' mental health value and image of the airport, and these variables contribute to their loyalty enhancement for the airport. The effect of green spaces and natural surroundings on loyalty was maximized through mental health value and image. In addition, the linkages from natural surroundings to mental health value and image were stronger in the visitor group whereas the mental health value—loyalty relation was stronger in the worker group.

This study aimed to investigate the synergy between customers' home-based and hotel-based water conservation behaviors. A market segmentation approach based on water conservation behaviors in households and environmental concerns was undertaken to identify the distinct types of individual groups and understand the differences between segments in terms of demographic characteristics, attitudes, moral obligation, and intentions toward water conservation behavior in a hotel guestroom. Our empirical findings showed that individuals who save water at home and are more environmentally concerned have stronger attitudes, moral obligation, and water conservation intentions while staying in a hotel. The cluster analysis indicated that three distinct segments existed that are significantly different in terms of gender and age. The findings suggested that targeting the three segments, which included the environmentally concerned and active, the environmentally concerned but inactive, and the environmentally unconcerned and inactive groups, with different communication strategies may prove to be a more efficient approach for hotel managers.