Guardians of the Green: Exploring Climate Advocacy, Data Privacy-Conscious Marketing, and Social Moral Licensing in Regenerative Tourism in Hawaii

While environmental consciousness has gained global momentum, the influence of climate advocacy on consumer behavior within tourism has rarely been examined. The present study investigated the impact of climate advocacy on regenerative tourism intentions while examining the moderating effects of data privacy-conscious marketing and social moral licensing. Drawing on theoretical frameworks focusing on social psychology and digital marketing ethics, the present study employed a survey-based quantitative approach to collect online data from environmentally conscious tourists in Hawaii (N = 526). The findings highlighted that the positive impact of climate advocacy on regenerative tourism intention is significantly reinforced by data privacy-conscious marketing and social moral licensing. The present study extends theoretical implications by underscoring the integration of behavior change theories in understanding consumer decision-making processes in regenerative tourism. Importantly, the practical implications of this study advocate for ethical digital marketing strategies and climate advocacy initiatives to support regenerative tourism practices. Hence, the present study offers ground-breaking evidence on the nuanced interplay between climate advocacy, privacy-conscious marketing, social moral licensing, and regenerative tourism intention. These strategic insights can aid tourism marketers and destination managers in fostering a more environmentally responsible tourism industry amidst global environmental challenges.