Unveiling the Untapped Potential of Green Consumption in Tourism

Abstract

This paper aims to systematically review the existing literature to better understand multiple, complex facets of green consumption behaviour in the tourism sector and identify areas for future research. This review followed the PRISMA approach and analysed 92 studies published between 2009 and 2023 in high-impact journals. The present systematic review of scholarly studies on green consumption behaviour in tourism contributes to the existing literature, providing up-to-date research findings. Research has shown that studies on green consumption behaviour have predominantly centred on the accommodation industry. The Theory of Planned Behaviour has been widely utilised as a theoretical framework for such research. However, previous findings lack generalisability, and cross-cultural comparisons are insufficient. As a result, it is imperative to conduct additional research to create frameworks and models that can assist marketers in diverse cultural contexts. Additionally, expanding the scope of inquiry into green consumption behaviour within the tourism sector is crucial.

Green Consumption, Environmental Regulation and Carbon Emissions—An Empirical Study Based on a PVAR Model

“…Research on green consumption from different perspectives has mainly focused on the individual level, analyzing and studying the impact of demographic variables such as gender, age, education, awareness concepts, and income on individual green consumption behaviors through sample surveys. Current research on green consumption is mainly based on a macro perspective [22][23][24]. The construction of the green consumption indicator system has the following features: most of the studies that have already been done choose indicators based on the availability of indicators in the study region and the researchers' own subjective definition of green consumption; there is no clear trend in the selection of green consumption indicators the majority of indicators that can accurately represent green consumption are hard to obtain.…”