Page 170 - sustainable tourism-- Dr.Aya
P. 170
5/ SUSTAINABILITY AND
CONSUMER BEHAVIOR:
Consumers have a pivotal role in
strengthening the process of sustainable
tourism and hence alongside the emergence of
knowledge around sustainable tourism,
emerged the idea of ―Green Consumerism.
Green Consumerism can be defined as
"propelled by individuals who use the ―power
of their purchase decision‖ to look for ways of
protecting the world and their own selves. Info
about sustainability, when offered by a firm
positively influences a consumer‘s evaluation
of the organization as well as purchase
intention. They note ―Consumers indeed
respond strongly to info about firms‘
sustainability orientations and strategies; they
are more sensitive to statements of a
company‘s sustainability virtues, and they
react negatively to low sustainability‖ and they
(consumers) ―are influenced by multiple
dimensions of sustainability.‖ Research also
indicates that consumers, irrespective of their
geographic setting, are motivated to exhibit
choices, which support sustainability.
171
