Being “green” – can it change anything?

In recent years, environmental issues have received much attention, reflecting rising public concern and awareness of environmental problems.(1) We finely started to think about the nature, and came to understanding that if we continue to act the same way we do now, there will be less and less to inherit to next generations. So now we have a new term “green”. We can travel “green”, eat “green” and even dress “green”. But we are a bit ahead of ourselves. Let’s go back and try to understand what is consumer behavior and by which factors it can be affected.

First let’s understand the term: Consumer behavior is the study of the processes involved when individuals or group select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.(2)

There are many factors that affect our decisions as consumers thus the demand for a good or service: economical (income, other prices), fashion and tastes, advertising, population, value added (3) psychological, political and many more. Those factors can explain our consumer behavior. But now we have new type of behavior – “green” costumer behavior, which means behavior reflected by a concern about the effect of manufacturing and consumption on the natural environment.(1) That means we have a new segment of consumers – “green” consumers.

From all listed above we can see that customer behavior shapes the demand in general and in particular tourism sector is very much depended on demand and customer behavior. Being a “green” tourist means travel with as little affect on the environment as possible, thus being sustainable. Sustainable development of tourism is a key issue nowadays.  And I would really like to know how customer behavior influences the sustainability of tourism.

So my topic of research is: Green Customer behavior and sustainable tourism.

And the research question is going to be: How does customer behavior influence the sustainability of tourism: in case of Rain forest.

  1. S.A. Wagner, Understanding Green Consumer Behavior, London and New York, Routledge 1997
  2. M. Solomon, G. Bamossy, S. Askegaard, Consumer Behavior A European Prospective; Pearson Education Limited 2002, Second edition
  3. J. Tribe, The Economics of Recreation Leisure and Tourism, Elsevier LTD, third edition 2005

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