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Eco Hypocrites or Key to a Sustainable Future - An Exploratory Study

Eco Hypocrites or Key to a Sustainable Future - An Exploratory Study

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Published by Claire Carlile
An exploratory study with the aim of gaining an insight into influences on ethical consumer behaviour with regard to air travel for travel and tourism purposes.
An exploratory study with the aim of gaining an insight into influences on ethical consumer behaviour with regard to air travel for travel and tourism purposes.

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Categories:Types, Research
Published by: Claire Carlile on Apr 11, 2010
Copyright:Attribution Non-commercial

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02/14/2011

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1
 
Claire
 
Carlile
 
clairecarlilerees@googlemail.com
 
Eco
 
hypocrites
 
or
 
key
 
to
 
a
 
sustainable
 
future?
 
An
 
exploratory
 
study
 
into
 
influences
 
on
 
ethical
 
consumer
 
behaviour
 
with
 
regard
 
to
 
air
 
travel
 
Claire
 
Carlile,
 
MSc
 
Marketing,
 
September
 
2008
 
clairecarlilerees@googlemail.com
 
http://twitter.com/clairecarlile
 
http://www.linkedin.com/in/clairecarlile
 
 
2
 
Claire
 
Carlile
 
clairecarlilerees@googlemail.com
 
ABSTRACT
 
The
 
high
 
profile
 
of 
 
environmental
 
issues,
 
and
 
the
 
growing
 
realisation
 
of 
 
the
 
need
 
to
 
mitigate
 
climate
 
change,
 
has
 
resulted
 
in
 
a
 
keen
 
interest
 
in
 
the
 
role
 
of 
 
ethical
 
consumers
 
in
 
building
 
markets
 
for
 
more
 
sustainable
 
products
 
and
 
for
 
establishing
 
new
 
behaviours
 
before
 
they
 
are
 
taken
 
up
 
by
 
the
 
mainstream.
 
Despite
 
government
 
intervention
 
aimed
 
at
 
reducing
 
carbon
 
emissions,
 
and
 
the
 
role
 
that
 
reduction
 
of 
 
air
 
travel
 
behaviours
 
could
 
play
 
in
 
this,
 
the
 
amount
 
that
 
the
 
public
 
flies
 
continues
 
to
 
rise.
 
Ethical
 
consumers,
 
who
 
in
 
other
 
areas
 
of 
 
their
 
life
 
choose
 
greener
 
products
 
and
 
take
 
part
 
in
 
pro
 
environmental
 
behaviours,
 
appear
 
to
 
be
 
heavily
 
implicated
 
in
 
such
 
air
 
travel
 
behaviours.
 
The
 
literature
 
indicates
 
the
 
importance
 
of 
 
understanding
 
ethical
 
consumer
 
behaviour,
 
however,
 
ethical
 
consumption
 
remains
 
a
 
poorly
 
understood
 
phenomenon.
 
The
 
aim
 
of 
 
this
 
exploratory
 
study
 
is
 
to
 
gain
 
an
 
insight
 
into
 
influences
 
on
 
ethical
 
consumer
 
behaviour
 
with
 
regard
 
to
 
air
 
travel
 
for
 
travel
 
and
 
tourism
 
purposes.
 
Data
 
from
 
in
depth
 
interviews
 
are
 
analysed
 
and
 
the
 
findings
 
related
 
to
 
the
 
existing
 
literature.
 
The
 
findings
 
indicate
 
that
 
ethical
 
consumer
 
behaviour
 
with
 
regard
 
to
 
air
 
travel
 
is
 
influenced
 
by
 
a
 
plethora
 
of 
 
factors;
 
the
 
most
 
salient
 
of 
 
which
 
appear
 
to
 
be
 
the
 
type
 
and
 
strength
 
of 
 
environmental
 
concern,
 
the
 
current
 
role
 
of 
 
travel
 
and
 
tourism
 
in
 
an
 
individual’s
 
life,
 
social
 
influences,
 
situational
 
constraints
 
and
 
geographical
 
location.
 
Unlike
 
previous
 
research
 
in
 
the
 
field,
 
the
 
findings
 
of 
 
this
 
primary
 
research
 
indicate
 
that
 
this
 
group
 
of 
 
self 
 
selecting
 
ethical
 
consumers
 
are
 
indeed
 
taking
 
their
 
ethical
 
concerns
 
into
 
account
 
when
 
making
 
their
 
air
 
travel
 
consumption
 
decisions.
 
 
3
 
Claire
 
Carlile
 
clairecarlilerees@googlemail.com
 
CONTENTS
 
Section
 
Title
 
Page
 
Number 
 
Introduction
 
5
 
Literature
 
Review
 
8
 
Methodology
 
and
 
Method
 
22
 
Presentation
 
and
 
Analysis
 
of 
 
Findings
 
30
 
Discussion
 
40
 
Conclusion
 
45
 
Bibliography
 
49
 
Appendices
 
 Appendix 
 
 A
 
 –
 
Defra
 
segmentation
 
model:
 
description
 
of 
 
‘Positive
 
Green’
 
population
 
segment
 
58
 
Tables
 
Table
 
1
Respondent
 
details,
 
environmental
 
concerns
 
and
 
behaviours,
 
and
 
summary
 
statement
 
regarding
 
flying
 
31
 

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