Insights on millennial's purchase intention towards green online travel products in Malaysia: the road to recovery

The reopening of borders and revitalization of the tourism and hospitality industry has transformed the booking behaviours of travelers significantly. The millennial travelers prefer online travel agencies because of its convenience, but they also crave for more sustainable travel products. This study aims to determine the influences of attitude, subjective norm, perceived price, online review trust, perceived risk, and online experience towards the purchase intention of green online travel products(GOTP) in Malaysia. Responses were elicited from 391 millennials. Using structural equation modelling, the findings confirm that all the factors significantly affected attitude and it mediates their intention. This study gave insights on millennial's green travel preferences and highlights the need for online travel agencies to rethink their strategies