Environmentally Sustainable Consumer Behaviour: A Study of Tourists Visiting Northern India

Consumers in today’s scenario are choosing products on regular basis which cause least harm to the environment. Awareness among consumer towards environment has increased drastically which is reason for choosing sustainable way of lifestyle. Consumer knowledge regarding deteriorating environment condition has made consumer to choose sustainable tourist practices. Consumer’s willingness to adopt sustainable practices has generated a lot of organisations to follow green tourist practices. Consumer today is more concerned about the changes which are taking place in the environment and is aware of the current climatic changes. This has been considered as the main reason for tourists to follow sustainable practices, which are in accordance with the changing environment and help in protecting nature. The present study is an endeavour to analyse the impact of determinants of consumer behaviour while studying sustainable tourism. The study tries to analyse the impact of consumer knowledge, concern towards environment, attitude and values/beliefs on sustainable tourist behaviour. The study approves a positive relationship between the determinants and proposes a model which establishes the relationship between determinants and formulates framework for sustainable tourism.