Original scientific paper
https://doi.org/10.5673/sip.60.1.3
Thinking Green when at a Tourism Destination? The Effect of Tourists’ Sociodemographic Characteristics in Predicting the Perception of Green Packaging and Branding, Eco-Friendly Attitudes and Behaviour
Ivana Šagovnović
orcid.org/0000-0003-1396-2922
; University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management, Serbia
Igor Stamenković
; University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management, Serbia
Damir Demonja
orcid.org/0000-0002-4186-5137
; Institute for Development and International Relations, Department of International Economic and Political Relations, Zagreb, Croatia
Abstract
The tourism industry contributes greatly to stakeholders at tourism destinations,
yet leaving negative prints on the environment. Besides, both tourism providers and tourists
are often associated with unfavourable treatment of nature and disrespectful behaviour towards
the destination’s natural resources. Hence, understanding what influences tourists’ attitudes
and behaviour towards the environment is of great significance. Previous literature has already
shed light on the importance of people’s sociodemographic characteristics in molding their
environmental attitudes and behaviour. Thus, this paper attempted to investigate whether
tourists’ sociodemographic variables influence their eco-friendly attitudes and behaviour when
at tourism destinations. Similarly, such personal characteristics have been confirmed to assist
consumers in their preferences towards product packaging. Based on this, and the fact that
green products could enhance the quality of the environment and modify consumers’ behaviour,
the present study also focused on tourists’ perception of green packaging and branding.
The survey research was carried out among 368 Serbian tourists. The results confirmed differences
in eco-friendly attitudes between male and female tourists, as well as between travelers of
different occupational statuses and monthly income. Moreover, the findings pointed out that tourists’ age correlates positively with their eco-friendly attitudes and behaviour. Interestingly,
no significant differences were detected in the perception of green packaging and branding.
Practical implications for destination marketers will be discussed in the paper.
Keywords
tourists’ sociodemographic characteristics; green packaging and branding; eco-friendly attitudes; eco-friendly behaviour
Hrčak ID:
278623
URI
Publication date:
2.6.2022.
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