Tourists' attitudes toward green product buying behaviors: The role of demographic variables

yeliz Pekersen, Fatma Canöz


Green products do not harm the environment or natural resources and support recycling. Due to tourists having different demographic characteristics, their demands and needs differ, and therefore their thoughts on green products also vary. Therefore, this study focuses on tourists' green product buying behaviours. In this context, the research aims to determine whether tourists' green product buying behaviours differ concerning demographic variables. The survey form prepared for this purpose was applied to 418 tourists visiting Istanbul. As a result of the research, foreign tourists' demographic variables were determined to affect their green product buying behaviours, with factors other than marital status and income level not contributing to tourists' environmental product preferences or their environmental sensitivity. Research has found that single tourists are more sensitive to the environment than married tourists. In addition, economically strong individuals were determined to be willing to pay more money for green products if they had sufficient purchasing power


Green product, green buying, Consumer behaviour, pro-environmental attitudes

Full Text:



Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J., & Van Huylenbroeck, G. (2011). The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food. British Food Journal. 113(11), 1353-1378.

Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Re-examining green purchase behaviour and the green consumer profile: new evidence. Management Decision, 50(5), 972-988.

Alamsyah, D. P., Othman, N. A., & Mohammed, H. A. A. (2020). The effect of agricultural land recovery on people's livelihoods in the context of urbanisation in Vietnam. Management Science Letters, 10, 1961-1968. DOI:10.5267/j.msl.2020.2.017

Alcock, I., White, M. P., Pahl, S., Duarte-Davidson, R. & Fleming, L. E. (2020). Associations between pro-environmental behaviour and neighbourhood nature, nature visit frequency and nature appreciation: Evidence from a nationally representative survey in England. Environment International, 136, 1-10.

Alkaya, A., Çoban, S., Tehci, A., & Ersoy, Y. (2016). The effect of environmental awareness on green product purchasing behavior: The case of Ordu University. Erciyes University Journal of Faculty of Economics and Administrative Sciences, (47), 121-134.

Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463-468.

Çabuk, P. S., Nakibo?lu, A. B., & Kele?, C. (2008). Investigation of green (product) purchasing behavior of consumers in terms of socio-demographic variables. Journal of the Cukurova University Institute of Social Sciences, 17(1), 85-102.

Chekima, B., Wafa, S., Igau, O.A., Chekima, S., & Sondoh, S.L. (2016). Examining green consumerism motivational drivers: does premium price and demographics matter to green purchasing?. Journal of Cleaner Production, 112, 3436-3450.

Chen, T. B. (2014). Consumers' perspectives of environmental values and attitudes influence on green purchase behaviour and green restaurant intention in Malaysian service sector (Doctoral dissertation). Multimedia University, Malaysia.

Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers' perspective. Management science and engineering. 4(2), 27-39.

Cheung, M. F. Y., & To, W. M. (2019). An extended model of value-attitude-behavior to explain Chinese consumers' green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153.

Connell, K. Y. H. (2010). Internal and external barriers to eco?conscious apparel acquisition. International Journal of Consumer Studies, 34(3), 279-286.

Costa, C. S. R., da Costa, M. F., Maciel, R. G., Aguiar, E. C. & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313, 1-9.

Dangelico, R. M. (2017). What drives green product development and how do different antecedents affect market performance? A survey of Italian companies with eco?labels. Business Strategy and the Environment. 26(8), 1144-1161.

DiPietro, R. B., Cao, Y., & Partlow, C. (2013). Green practices in upscale foodservice operations: Customer perceptions and purchase intentions. International Journal of Contemporary Hospitality Management. 25(5), 779-796.

Eze, U. C., & Ndubisi, N. O. (2013). Green buyer behavior: Evidence from Asia consumers. Journal of Asian and African Studies. 48(4), 413-426.

Fernández-Gámez, M.A., Santos, José António C., Diéguez-Soto, J., & Campos-Soria, J. A. (2020). The effect of countries’ health and environmental conditions on restaurant reputation. Sustainability, 12, 10101,

Fisher, C., Bashyal, S., & Bachman, B. (2012). Demographic impacts on environmentally friendly purchase behaviors. Journal of Targeting, Measurement and Analysis for Marketing. 20(3-4), 172-184.

Fraccascia, L., Giannoccaro, I., & Albino, V., (2018). Green product development: What does the country product space imply?. Journal of cleaner production. 170, 1076-1088.

George, D., & Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (10th edition) Boston: Pearson.

Han, H., Hsu, L. T. J., & Lee, J. S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers' eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519-528.

Han, H., Hsu, L. T. J., Lee, J. S., & Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management. 30(2), 345-355.

He, Z., Zhou, Y., Wang, J., Li, C., Wang, M. & Li, W. (2021). The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example. Business Strategy and the Environment, 30(2), 1249-1269.

Istanbul Provincial Directorate of Culture and Tourism (2019). Retrieved 28.09.2020 from

Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69.

Jeng, M. Y., & Yeh, T. M. (2016). The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews. Service business, 10(1), 223-238.

Jeong, E., Jang, S. S., Day, J., & Ha, S. (2014). The impact of eco-friendly practices on green image and customer attitudes: An investigation in a café setting. International Journal of Hospitality Management. 41, 10-20.

Kaufmann, H. R., Panni, M. F. A. K., & Orphanidou, Y. (2012). Factors affecting consumers green purchasing behavior: An integrated conceptual framework. Amfiteatru Economic Journal,. 14(31), 50-69.

Kamel, N. (2020). Examining the mediating role of celebrity endorsement in green advertisements to improve the intention of Egyptian Millennials towards environmental behaviours in tourist destinations. Tourism and Management Studies, 16(4), 7-21.

Katt, F. & Meixner, O. (2020). A systematic review of drivers influencing consumer willingness to pay for organic food. Trends in Food Science and Technology, 100, 374-388.

Khaleelia, M. & Jawabri, A. (2021). The effect of environmental awareness on consumers' attitudes and consumers' intention to purchase environmentally friendly products: Evidence from United Arab Emirates. Management Science Letters, 11, 555-560.

K?l?ç, S. (2016). Cronbach's alpha reliability coefficient. Journal of Mood Disorders. 6(1), 47-48.

Kwazo, H. A., Muhammad, M. U., Tafida, G. M., & Mohammed, S. (2014). Environmental Impact of Technologies. Academic Journal of Interdisciplinary Studies, 3(7), 83-86.

Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers green product purchase decisions. Marketing Intelligence & Planning. 33(3), 330- 347.

Leonidou, L. C., Coudounaris, D. N., Kvasova, O., & Christodoulides, P. (2014). Tourist environmental attitude and behavior: Antecedents, moderators, and outcomes. Academy of Marketing Conference (pp.1-11). University of Bournemouth/UK.

Mainieri, T., Barnett, E. G., Valdero, T., Unipan, J. B., & Oskamp, S. (1997). Green buying: The influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204.

Mazar, N., & Zhong, C. B. (2010). Do green products make us better people?. Psychological science. 21(4), 494-498.

Puspitasari, N. B., Rinawati, D. I., Suliantoro, H., & Sutrisno, B. D. (2018). The effect of green purchase intention factors on the environmental friendly detergent product (Lerak). E3S Web Conf., 73, 06007.

Royne, M. B., Thieme, J., Levy, M., Oakley, J., & Aldenson, L. (2016). From thinking green to buying green: consumer motivation makes the difference. Journal of Business Strategy, 37(3), 37-43.

Santos, José António C., Santos, M.C., Pereira, L. N., Richards, G., & Caiado, L. (2020). Local food and changes in tourist eating habits in a sun-and-sea destination: a segmentation approach. International Journal of Contemporary Hospitality Management, 32(11), pp. 3501-3521.

Schubert, F., Kandampully, J., Solnet, D., & Kralj, A. (2010). Exploring consumer perceptions of green restaurants in the US. Tourism and Hospitality Research. 10(4), 286-300.

Sdrolia, E., & Zarotiadis, G. (2019). A comprehensive review for green product term: from definition to evaluation. Journal of Economic Surveys, 33(1), 150-178.

Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 1018-1042.

Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services. 41, 177-189.

Suki, N. M. (2013). Green awareness effects on consumers' purchasing decision: Some insights from Malaysia. International Journal of Asia-Pacific Studies, 9(2), 49-63.

Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumer,. 20(2), 121-137.

Ting, C.-T., Hsieh, C.-M., Chang, H.-P., & Chen, H.-S. (2019). Environmental consciousness and green customer behavior: The moderating roles of incentive mechanisms. Sustainability, 11(3), 819.

Uddin, S. M. F., & Khan, M. N. (2016). Exploring green purchasing behaviour of young urban consumers : Empirical evidences from India. South Asian Journal of Global Business Research, 5(1), 85-103.

Ural, A., & K?l?ç, ?. (2013). Bilimsel Ara?t?rma Süreci ve SPSS ile Veri Analizi. Detay Publishing: Ankara.

Vazifehdoust, H., Taleghani, M., Esmaeilpour, F., Nazari, K., & Khadang, M. (2013). Purchasing green to become greener: Factors influence consumers' green purchasing behavior. Management Science Letters. 3(9), 2489-2500. https://doi: 10.5267/j.msl.2013.08.013

Wang, S. T., (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning. 32(7). 738-753.

Wang, L., Wong, P. P. & Narayanan, E. A. (2020). The demographic impact of consumer green purchase intention toward Green Hotel Selection in China. Tourism and Hospitality Research, 20(2), 210-222.

Wijekoon, R., & Sabri, M. F. (2021). Determinants that influence green product purchase intention and behavior: A literature review and guiding framework. Sustainability, 13(11), 1-40.

Witek, L., & Ku?niar, W. (2020). Green purchase behavior: The effectiveness of sociodemographic variables for explaining green purchases in emerging market. Sustainability, 13(1), 1-18.

Wu, K. S., Huang, D. M., & Teng, Y. M. (2013). Environmental concerns, attitudes and behavior intention toward patronise green restaurant. Life Science Journal. 10(3), 2329-2340.

Yenidogan, A., Gurcaylilar-Yenidogan, T., & Tetik, N. (2021). Environmental management and hotel profitability: operating performance matters. Tourism & Management Studies, 17(3), 7-19.

Zeynalova, Z., & Namazova, N. (2022). Revealing consumer behavior toward green consumption. Sustainability, 14 (10), 5806.

Zhao, H. H., Gao, Q., Wu, Y. P., Wang, Y., & Zhu, X. D. (2014). What affects green consumer behavior in China? A case study from Qingdao. Journal of Cleaner Production. 63, 143-151.

Copyright (c) 2022 Tourism & Management Studies

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.