Mohd Sadiq

This study presents a systematic review of the last 25 years' literature and offers a comprehensive understanding of the ecotourism experience. The study uses a Theory‐Context‐Characteristics‐Method (TCCM) framework, offering insights that ecotourism experience research has advanced beyond ecotourism sites and resources to a multi‐stakeholder approach. As a result, we have developed a conceptual framework illustrating three consumption stages of ecotourism, that is, pre‐visit, on‐site and post‐visit. The study concludes by identifying some neglected areas and suggesting some future research directions in ecotourism experience field. Lastly, several theoretical and practical implications are presented that could aid the ecotourism industry in overcoming ecotourists' inertia toward site visits.

This study is grounded within the theoretical framework of attitude–behavior–context. The study examines how perceived health risk shapes both health and environmental attitudes, leading to organic food consumption. Further, we also assess the role of perceived effectiveness and green trust in moderating the proposed relationships. The data were collected from 461 consumers through Amazon Mechanical Turk platform. Our findings indicate that consumers' perception of health risk plays a significant role in developing positive environmental and health attitudes. Consequently, this leads consumers to adopt organic food. Further, this study confirms that there is an attitude–behavior gap, as both environmental and health attitudes seem to have a weak Cohen f 2 effect on organic food consumption. Though perceived effectiveness moderates the relationship of organic food consumption with perceived health risk and attitude, green trust does not bridge the attitude–behavior gap. This study may help organic food marketers, policy‐makers, and retailers bridge the consumers' attitude–behavior gap.