A Conceptual Framework of Consumers' Pro-environmental Attitudes and Behaviours in the Tourism Context

AuthorUntaru, E. N. - Epuran, Gh. - Ispas, A.
PositionDept. of Marketing, Tourism and Business Administration, Transilvania University of Brasov
Pages85-94
Bulletin of the Transilvania University of Braşov
Series V: Economic Sciences • Vol. 7 (56) No. 2 - 2014
A CONCEPTUAL FRAMEWORK OF
CONSUMERS’ PRO-ENVIRONMENTAL
ATTITUDES AND BEHAVIOURS IN THE
TOURISM CONTEXT
E. N. UNTARU1 Gh. EPURAN1 A. ISPAS1
Abstract: The paper carries out an analysis of the literature that takes into
account consumers’ pro-environmental attitudes and behaviours, with
emphasis on the particular situation of the consumption of tourist services.
The study of the bibliographic materials reveals the existence of significant
differences between the consumers’ pro-environmental attitudes and
behaviours at home and on vacation, as well as the increase in their
preference for "green" hotels. Among the methods of studying the
interrelationship between pro-environmental attitude and behaviour, the
present paper describes the Theory of Planned Behaviour as the most
commonly used one.
Key words: attitudes, pro-environmental behaviour, Theory of Planned
Behaviour, tourism, “green” hotel.
1 Dept. of Marketing, Tourism and Business Administration, Transilvania University of Braşov.
1. Introduction
Recognizing the seriousness of the
problems caused by excessiv e use of
energy and non-renewable natural
resources, rich offerings of products,
production processes that are unfriendly
with the environment and natural disasters,
a growing number of individuals are aware
of environmental issues and recognize that
our natural resources are limited and the
environment is more fragile than once
thought [20], [30], [35].
This awareness for the environment
among the public determines a positive
attitude towards eco-friendly activities and
encourages people to adopt
environmentally friendly behaviours in
everyday life [30], [36].
Dunlap [19] argued that the public
concern towards the environment has
increased over the recent decades. Some
studies have reported a growing public
participation in eco-friendly activities, such
as donating some amounts of money for
environmental issues, the purchase of
environmentally friendly products, buying
organic foods and increasing involvement in
recycling activities [33]. Most consumers
express their concern for the environment in
general, and understand the impact of their
own behaviour on the environment.
However, caring for the environment is
indispensable, but insufficient for a
sustainable consumption [31].
The literature indicates a high number of
studies, most of them f rom the
consumption perspective, which

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