Emerging green tourists in Australia: Their behaviours and attitudes

Concern about environmental sustainability and climate change has increased dramatically in the past decade and is affecting the way consumers behave. This change has led to a greater focus on green consumerism, and for the tourism industry, a greater interest in green tourists. Although debate about green tourist behaviour exists, it is accepted that some tourists have stronger views than others about environmental issues and are also more active in addressing these concerns with regard to how they live their lives. There is still much to learn about green consumerism and this study aimed to identify and profile green tourists to raise awareness about their attitudes and behaviours and to recognise this market for driving change. A group identified as emerging green tourists was distinguished by their environmental behaviour at home, their information seeking and purchasing intentions. However, there is little clear evidence that these intentions have translated into actual purchases.