Online reviews in which consumers discuss environmental practices (i.e., green eWOM) are associated with higher ratings, and thus more satisfied consumers. But what is the profile of consumers who share green eWOM online? The study investigates how consumers' socio-demographic characteristics, tourism product type (hotel, airline, attraction) and travel motivation (business vs. leisure) relate to online green review sharing behavior. The methodology combines text analytics and linear regression analysis (OLS) based on three datasets of 500k hotel reviews, 130k airline reviews, and 22k tourist attraction reviews, respectively. The results show that business, Asian, male, Generation Z customers and those staying at hotel chains are more associated with online green eWOM sharing behaviors. In addition, consumers more often share green eWOM when reviewing tourist attractions, rather than hotels or airlines, and country of origin influences green eWOM differently in the various service contexts analyzed.
