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Unveiling the Untapped Potential of Green Consumption in Tourism

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  • Neringa Vilkaite-Vaitone

    (Department of Business and Rural Development Management, Faculty of Bioeconomy Development, Vytautas Magnus University, Studentu Str. 11, LT-53361 Akademija, Lithuania
    Department of Management, Faculty of Business Management, Vilnius Gediminas Technical University (VILNIUS TECH), Sauletekio Av. 11, LT-10223 Vilnius, Lithuania)

  • Vilma Tamuliene

    (Department of Business and Rural Development Management, Faculty of Bioeconomy Development, Vytautas Magnus University, Studentu Str. 11, LT-53361 Akademija, Lithuania
    Department of Management, Faculty of Business Management, Vilnius Gediminas Technical University (VILNIUS TECH), Sauletekio Av. 11, LT-10223 Vilnius, Lithuania)

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.

Suggested Citation

  • Neringa Vilkaite-Vaitone & Vilma Tamuliene, 2023. "Unveiling the Untapped Potential of Green Consumption in Tourism," Sustainability, MDPI, vol. 16(1), pages 1-16, December.
    • Handle: RePEc:gam:jsusta:v:16:y:2023:i:1:p:230-:d:1308043
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    References listed on IDEAS

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