THE EFFECT OF SUSTAINABILITY CONSCIOUSNESS ON TOURISTS’ GREEN PRODUCT PURCHASE INTENTION

Abstract

Although sustainable tourism is a frequently discussed topic in academia and politics, the development of sustainable tourism is still a difficult issue for developing economies. Sustainable tourism development can promote development by using the social capital of the society. Sustainability awareness, which is the most important of social issues, is the process of learning how to make decisions that take into account the long-term future of the economy, ecology and inequality in all communities. In other words, individuals with high sustainability consciousness are more sensitive about environmental issues when making decisions. Tourists with high sustainability consciousness have a higher potential to contribute to a sustainable future with the environmentally friendly products they demand. The aim of this study is to examine the relationship between tourists' sustainability consciousness and green purchase intentions. For this purpose, a survey was conducted on 419 tourists who visited Antalya, an important tourism destination in Turkey, and were selected by random sampling method, and the effect of tourists' sustainability consciousness on green purchase intentions was tried to be determined. SPSS computer package program was used in the analysis of the data. According to the data obtained as a result of the study; supports that tourists with high sustainability consciousness tend to buy more green.