OPEN ACCESS
PEER-REVIEWED
Original Study
| Published: June 24, 2024
Green Materialism: Bridging Eco-Tourism and Consumer Values for Sustainable Living
Director General, Uttarakhand State Council for Science and Technology, Uttarakhand, India Google Scholar More about the auther
Assistant Professor, School of Management Studies & Commerce, Uttarakhand Open University, Uttarakhand, India. Google Scholar More about the auther
Assistant Professor & Head, Department of Management, Pandit Sundarlal Sharma (Open) University Chhattisgarh, Bilaspur (CG), India. Google Scholar More about the auther
Associate Professor, School of Computer Science and Information Technology, Uttarakhand Open University, Uttarakhand, India. Google Scholar More about the auther
Assistant Professor, Amity Business School, Amity University Chhattisgarh, Raipur (CG), India. Google Scholar More about the auther
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.
Keywords
Materialism, Eco-destination image, Environmental Knowledge, Environmental Concern, Time Perspective
This is an Open Access Research distributed under the terms of the Creative Commons Attribution License (www.creativecommons.org/licenses/by/2.0), which permits unrestricted use, distribution, and reproduction in any Medium, provided the original work is properly cited.
© 2024, Pant, D., Prasad, S., Dubey, P., Bhatt, A.K., Sahu, K.K. & Balodi, S.
Received: April 11, 2024; Revision Received: June 20, 2024; Accepted: June 24, 2024
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