1. EMERGING GREEN TOURISTS: Their behaviours and Attitudes
Suzanne Bergin-Seers
Centre for Tourism and Services Research

2. GREEN CONSUMERS
Individuals looking to protect themselves and their world through the power of their purchasing decisions

3. ISSUES Having green values does not necessarily translate into action
Few consumers are consistently environmentally friendly
Consumer behaviour is complex and influenced by –
Cost
Purpose
Availability
Alternative options

4. TYPOLOGY of GREEN CONSUMERS
Dark Green
Light Green
Translators
Exceptors
Selectors
Awareness usually translates into action:
Feel very guilty about not doing it before
Make some sacrifices and are open to change
Their information seeking is largely passive
Word of mouth and opinion leaders are important to this group
Sustainability is a priority:
Have a complex understanding of a wide range of sustainability ideas
Their information seeking is active and very critical
They are comfortable with non-mainstream outlets, products and information sources
BUT: There is one exception to their green lifestyle:
Usually a conscious exception to their green lifestyle
Will have a specific justification for not making a green purchase
Are green or ethical in one aspect of sustainability only:
Probably the most common group
Could be a starting point for the other groups
Information seeking is selective, ad hoc
This would explain why green marketing fails and green marketing research can give conflicting results
Source: Swarbrooke and Horner, 2007; McDonald, Oates, Alevizou, Young & Hwang, 2006

5. OUR STUDY - Do Green Tourists Exist?
Study aims –
To modify an existing index to identify green tourists
To develop a profile of green tourists
To understand how the industry may harness this potential market

6. GREEN CONSUMER INDEX BASED ON CONSUMER ACTIVISM (Miller 2003)
Watching consumer programs
Reading consumer magazines
Membership of green organisations

7. FINDINGS
There is a group of tourists who rate highly on the green consumer index

8. GREEN TOURISTS - THEIR BEHAVIOURS
Look for environmental information about their
holiday
At home (Internet)
At the destination (Visitor Information Centres)

9. GREEN TOURISTS - MOTIVATIONS FOR TRAVEL
To have a different or new experience
To do something beneficial for their health

10. GREEN TOURISTS EXPECTATIONS AND INTENTIONS
Expect accredited business to be more effective in saving resources
More likely to pay more for tourism products from accredited businesses
More likely to choose accommodation promoted as environmentally friendly
More likely to choose an airline with reputation for fuel efficient planes
More likely to mare a donation to help conserve environment when on holiday

11. BUT…
Little evidence of attitudes and intentions translating into green purchases
Therefore, the tourists
are still a lighter shade
of green

12. SO WHAT? How do we help tourists to become a darker green?
Provide accessible green information –
At home (before purchase decisions are made)
At destination (after holiday purchase)
Marketing of green tourism products –
Sell benefits to tourists (appeal to different motives
e.g. health benefits)
For themselves
The community
The environment
Operators could do more

13. CONTACT DETAILS DR SUE BERGIN-SEERS
CENTRE FOR TOURISM AND SERVICES RESEARCH
PHONE
FAX