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| Published: June 24, 2024

Green Materialism: Bridging Eco-Tourism and Consumer Values for Sustainable Living

Prof. Durgesh Pant

Director General, Uttarakhand State Council for Science and Technology, Uttarakhand, India Google Scholar More about the auther

, Dr. Sumit Prasad

Assistant Professor, School of Management Studies & Commerce, Uttarakhand Open University, Uttarakhand, India. Google Scholar More about the auther

, Dr. Pushkar Dubey

Assistant Professor & Head, Department of Management, Pandit Sundarlal Sharma (Open) University Chhattisgarh, Bilaspur (CG), India. Google Scholar More about the auther

, Dr. Ashutosh Kumar Bhatt

Associate Professor, School of Computer Science and Information Technology, Uttarakhand Open University, Uttarakhand, India. Google Scholar More about the auther

, Dr. Kailash Kumar Sahu

Assistant Professor, Amity Business School, Amity University Chhattisgarh, Raipur (CG), India. Google Scholar More about the auther

, Ms. Shivani Balodi

Research Associate, Research Project funded by UCOST, Uttarakhand, India. Google Scholar More about the auther

DIP: 18.01.334.20241202

DOI: 10.25215/1202.334

ABSTRACT

The present study explores the influence of materialism on eco-destination image, environmental concern, environmental knowledge, and time perspective in Uttarakhand taking 591 sample size for the study. People who visited at least one tourist places were chosen to be participant in the study. The study employed confirmatory factor analysis (CFA) and structural equation modelling (SEM) for analysis. Findings reveal significant positive relationships between materialism and each of the studied variables, suggesting that materialistic values may not be averse to environmental sustainability as traditionally believed. Instead, materialism can positively impact individuals’ perceptions and behaviors towards eco-friendly practices and destinations. These results underscore the potential for leveraging materialistic tendencies to enhance environmental awareness, concern, and sustainable tourism.

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Responding Author Information

Dr. Kailash Kumar Sahu @ mailtokailashsahu@gmail.com

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Article Overview

ISSN 2348-5396

ISSN 2349-3429

18.01.334.20241202

10.25215/1202.334

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Published in   Volume 12, Issue 2, April-June, 2024