Correspondence: Suzanne Bergin-Seers, Centre for Tourism and Services Research, Victoria University, 12 Geelong Rd, PO Box 14428, Footscray, Melbourne, Victoria 8001, Australia

¹has been researching small business and tourism issues for a decade. As Senior Research Fellow at Victoria University she has conducted a range of contract research projects for government and the tourism industry. Her research interests include quality management, business performance, benchmarking and environmental sustainability.

²is a Postdoctoral Research Fellow with the Centre for Tourism and Services Research at Victoria University. Her particular research interests include climate change and sustainability; consumer behaviour; and events, particularly business events. She has been involved in a number of research projects investigating consumer perceptions of sustainability and also consumer behaviour at business events.

Received 19 January 2009; Revised 19 January 2009.

Abstract

Concern about environmental sustainability and climate change has increased dramatically in the past decade and is affecting the way consumers behave. This change has led to a greater focus on green consumerism, and for the tourism industry, a greater interest in green tourists. Although debate about green tourist behaviour exists, it is accepted that some tourists have stronger views than others about environmental issues and are also more active in addressing these concerns with regard to how they live their lives. There is still much to learn about green consumerism and this study aimed to identify and profile green tourists to raise awareness about their attitudes and behaviours and to recognise this market for driving change. A group identified as emerging green tourists was distinguished by their environmental behaviour at home, their information seeking and purchasing intentions. However, there is little clear evidence that these intentions have translated into actual purchases.