Tourism Management Perspectives 43 (2022) 100980 Available online 22 June 2022 2211-9736/© 2022 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/). Green purchase and sustainable consumption: A comparative study between European and non-European tourists Md. Nekmahmud a , Haywantee Ramkissoon b, c, d, * , Maria Fekete-Farkas e a Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences (MATE), G¨ od¨ oll¨ o ˝2100, P´ ater K´ aroly u. 1, Hungary b College of Business, Law & Social Sciences, Derby Business School, University of Derby, Kedleston Road, Derby DE22 1GB, UK c School of Business & Economics, Faculty of Biosciences, Fisheries & Economics, UiT, The Arctic University of Norway, Tromsø, Norway d College of Business & Economics, Johannesburg Business School, University of Johannesburg, Johannesburg, South Africa e Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences (MATE), G¨ od¨ oll¨ o ˝2100, P´ ater K´ aroly u. 1, Hungary A R T I C L E INFO Keywords: Green products Sustainable consumption Sustainable tourism Theory of planned behaviour Theory of consumption values Multi-group analysis (MGA) ABSTRACT This research aims to investigate tourists' sustainable consumption values and choice behaviour regarding green products in Europe by integrating the Theory of planned behaviour (TPB) and consumption values (TCV). This study also compares the decisions of European and non-European tourists to purchase green products and ser- vices while travelling in some selected European cities. A total number of 720 useable questionnaires were collected from residents of two tourist groups in Europe. PLS-SEM, MGA, and other newly developed advanced analysis methods were applied to test the model and hypotheses. Findings reveal that environmental attitudes, environmental knowledge, subjective norms, perceived behavioural control, conditional value, and emotional value have a signifcant positive relationship with green purchase intentions for European and non-European tourist groups. To our knowledge, this is the frst empirical study that broadly provides a theoretical frame- work for green purchase choice and sustainable consumption intention in Europe. The theoretical and practical contributions to tourists' purchasing green products are discussed. 1. Introduction Environmentally sustainable consumption behaviour has become a crucial topic in the consumer market and research over the last few decades due to rising global environmental issues such as pollution, global warming, climate change, and environmental degradation (Lee, Hsu, Han, and Kim, 2010; Mohd Suki and Mohd Suki, 2015; Verma and Chandra, 2018). These environmental problems may be overcome by transforming human behaviour in a more environmentally sustainable way (Han, 2020; Steg and Vlek, 2009). The consumption habits of people need to change urgently in order to maintain a safer and healthier lifestyle for the present and future generations (IPCC, 2014, 2021; Ramkissoon, 2022a). Moreover, sustainable consumption behaviour (approaching, purchasing, and consuming products in an environmen- tally friendly manner) consider an indispensable requirement for pro- moting sustainable development (Han, 2020; Ramkissoon, Weiler, and Smith, 2012; Ramkissoon, Graham Smith, and Weiler, 2013; Wang, Shen, Amy, Song, and Phau, 2020). Sustainable consumption is the most important goal of the Sustainable Development Goals (SDGs), which includes avoiding negative health and environmental impacts, mini- mizing waste generation, ensuring an environmentally friendly lifestyle (Ramkissoon, Weiler, and Smith, 2013), as well as promoting sustain- able tourism (United Nations, 2015; Nekmahmud and Fekete-Farkas, 2021; Nekmahmud, Daragmeh, Oshora, and Mohammed, 2021). Therefore, transforming unsustainable consumption patterns is crucial for achieving the vision of sustainable development (Awuni and Du, 2016). Sustainability and sustainable consumption issues appeal to all sectors (Hasan, Nekmahmud, Yajuan, and Patwary, 2019), and the hospitality and tourism industry is no exception. Tourist sustainable consumption (TSC) is described as “environmentally friendly con- sumption i.e., purchasing green products or services, anti-consumption and sustainable disposal practices during travelling” (Lee and Lee, 2015). Nowadays, tourists are increasingly demanding environmentally friendly products (e.g., eco-friendly -hotels, restaurants, cruise ships, airlines, destinations, resorts, and casinos) and express a willingness to engage in sustainable consumption (Hall, 2013; Ramkissoon, Graham * Corresponding author. E-mail addresses: Nekmahmud.Mohamed@phd.uni-mate.hu (Md. Nekmahmud), H.Ramkissoon@derby.ac.uk (H. Ramkissoon), farkasne.fekete.maria@uni-mate. hu (M. Fekete-Farkas). Contents lists available at ScienceDirect Tourism Management Perspectives journal homepage: www.elsevier.com/locate/tmp https://doi.org/10.1016/j.tmp.2022.100980 Received 15 November 2021; Received in revised form 29 March 2022; Accepted 4 June 2022