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 profi le green tourists to raise awareness
about their attitudes and behaviours and to recognise this market for driving change.
A group identifi ed 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.