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Guardians of the Green: Exploring Climate Advocacy, Data Privacy-Conscious Marketing, and Social Moral Licensing in Regenerative Tourism in Hawaii

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  • Umer Zaman

    (Endicott College of International Studies (ECIS), Woosong University, Daejeon 34606, Republic of Korea)

Abstract

While environmental consciousness has gained global momentum, the influence of climate advocacy on consumer behavior within tourism has rarely been examined. The present study investigated the impact of climate advocacy on regenerative tourism intentions while examining the moderating effects of data privacy-conscious marketing and social moral licensing. Drawing on theoretical frameworks focusing on social psychology and digital marketing ethics, the present study employed a survey-based quantitative approach to collect online data from environmentally conscious tourists in Hawaii (N = 526). The findings highlighted that the positive impact of climate advocacy on regenerative tourism intention is significantly reinforced by data privacy-conscious marketing and social moral licensing. The present study extends theoretical implications by underscoring the integration of behavior change theories in understanding consumer decision-making processes in regenerative tourism. Importantly, the practical implications of this study advocate for ethical digital marketing strategies and climate advocacy initiatives to support regenerative tourism practices. Hence, the present study offers ground-breaking evidence on the nuanced interplay between climate advocacy, privacy-conscious marketing, social moral licensing, and regenerative tourism intention. These strategic insights can aid tourism marketers and destination managers in fostering a more environmentally responsible tourism industry amidst global environmental challenges.

Suggested Citation

  • Umer Zaman, 2024. "Guardians of the Green: Exploring Climate Advocacy, Data Privacy-Conscious Marketing, and Social Moral Licensing in Regenerative Tourism in Hawaii," Sustainability, MDPI, vol. 16(23), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10297-:d:1528632
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    References listed on IDEAS

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    1. Heike Böhler & Marcel Hanegraaff & Kai Schulze, 2022. "Does climate advocacy matter? The importance of competing interest groups for national climate policies," Climate Policy, Taylor & Francis Journals, vol. 22(8), pages 961-975, September.
    2. Briony Latter & Christina Demski & Stuart Capstick, 2024. "Wanting to be part of change but feeling overworked and disempowered: Researchers’ perceptions of climate action in UK universities," PLOS Climate, Public Library of Science, vol. 3(1), pages 1-29, January.
    3. Wassili Lasarov & Stefan Hoffmann, 2020. "Social Moral Licensing," Journal of Business Ethics, Springer, vol. 165(1), pages 45-66, August.
    4. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    5. Sun, Yunpeng & Jia, Ruoya & Razzaq, Asif & Bao, Qun, 2024. "Social network platforms and climate change in China: Evidence from TikTok," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    6. Umer Zaman, 2024. "Nexus of Regenerative Tourism Destination Competitiveness, Climate Advocacy and Visit Intention: Mediating Role of Travel FOMO and Destination Loyalty," Sustainability, MDPI, vol. 16(17), pages 1-23, September.
    7. Maxwell Boykoff & David Oonk, 2020. "Evaluating the perils and promises of academic climate advocacy," Climatic Change, Springer, vol. 163(1), pages 27-41, November.
    8. Umer Zaman, 2023. "Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    9. Marko Sarstedt & Yide Liu, 2024. "Advanced marketing analytics using partial least squares structural equation modeling (PLS-SEM)," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(1), pages 1-5, March.
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    1. Albérico Travassos Rosário & Joana Carmo Dias, 2025. "The Role of Digital Marketing in Shaping Sustainable Consumption: Insights from a Systematic Literature Review," Sustainability, MDPI, vol. 17(17), pages 1-29, August.

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