Search Results (19)

As sustainability becomes central to tourism, tourists are no longer passive consumers but active stakeholders who influence organizational behavior. This study investigates how green consumer behavior (GCB) shapes expectations for employee green competencies and organizational sustainability strategy (OSS). Data were collected through a structured survey of 326 domestic tourists in Albania. Green skills expectation (GSE) was modeled as a latent construct derived from two observed variables: green loyalty and brand image, and willingness to support sustainability. Statistical analyses included exploratory factor analysis (EFA), K-means clustering and structural equation modeling (SEM). GCB significantly predicted both OSS and GSE, confirming that green tourists influence how organizations structure and communicate their sustainability practices. Cluster analysis identified two consumer profiles: committed eco-tourists and green-adaptive tourists. This study advances current understanding of how tourists act as external agents of internal organizational change. It extends the theoretical discourse on green marketing and sustainable workforce development by positioning tourist expectations as a driver of human resource transformation. The findings offer meaningful implications for tourism operators, educators and policymakers seeking to align employee training and service delivery with the demands of sustainability-oriented travelers. In this way, the study bridges the gap between consumer behavior and workforce development, contributing to a more integrated approach to sustainable tourism. Full article

One of the key challenges in the provision of sustainable energy is understanding how younger generations perceive and respond to the relatively higher cost of green energy. This paper examines the attitudes of Generation Z towards paying premium for using products and services made with green power technologies. We surveyed 173 first- and second-year full-time bachelor students from Krakow University of Economics in Poland, combining contingent valuation in daily life scenarios (coffee purchase, apartment rental, travel carbon offset, environmental donation) with measures of connectedness to nature and self-reported tipping behavior. The results show that between 69% and 82% of respondents are willing to pay a premium for green energy. The size of the premium depends on the product that is bought. We find that while respondents are willing to pay a 10.5% premium for coffee prepared in a restaurant that uses only green energy, they are willing to pay just a 3.1% premium for green electricity at home. We also find that respondents are willing to pay three times more for planting a tree than to offset the carbon footprint of a train trip. A stronger emotional and cognitive bond with nature (on a CNS scale) translates into a greater willingness to financially support environmental initiatives. Full article

Growing environmental challenges and the need to practice sustainable human actions and attitudes make it necessary to search for new solutions that can minimize the negative impact of human activity on the environment. This also refers to the tourism industry. In this article, the authors propose the use of virtual reality (VR) to visit any destination worldwide as a potential green alternative to traditional forms of travel. The aim of this study presented in this article was to analyze public acceptance and user perceptions of VR as a tool supporting or replacing real-world tourism. This study involved 215 people who used the Google Earth VR application to visit their chosen destinations around the world. Respondents also completed a two-part survey (before and after the VR experience), in which they assessed, among other things, the realism of the VR visiting and the overall VR experience and expressed their opinions on the role of VR in tourism. The results indicate that while VR is not yet widely recognized as a full-fledged substitute for travel (46% of respondents stated that VR would not replace real travel but could be a good complement), it was rated as useful for people who cannot travel (79.1% of respondents) and before trips (79.1% of respondents). The realism of the Google Earth VR application received an average rating of 3.679 on a scale of 1 to 5, with a median of 4. This study addresses the yet unexplored area of VR in tourism, which has great potential given that the results show a quite positive attitude of participants towards using the application enabling virtual travel—nearly three-quarters of the sample (73.9%) expressed a willingness to return to VR-based sightseeing experiences. Full article

Cancer clinical trials contribute significantly to healthcare-related greenhouse gas emissions, highlighting the need to address sustainability in this area as the climate crisis intensifies. This study provides the first national assessment of sustainability awareness, attitudes, and practices within the Irish cancer clinical trials community. A 21-item cross-sectional survey was distributed to 613 cancer research professionals affiliated with Cancer Trials Ireland, including clinicians, research nurses, trial coordinators, patient advocates and industry staff, yielding a 20.6% response rate. Survey items assessed awareness of sustainability tools, perceived carbon contributors, training received, confidence in implementing green practices, and perceived barriers and enablers to sustainability. Awareness of existing carbon footprint tools was low, with only 21% familiar with the Sustainable Clinical Trials Group guidelines and fewer than 6% aware of the National Institute for Health and Care Research calculator. Despite limited training and low confidence in implementing carbon-reductive measures, 86% of respondents expressed willingness to engage with sustainability initiatives. Trial-related travel, sample kit waste, and trial set-up were perceived as the highest contributors to emissions, though perceptions did not always align with published data. Key barriers included lack of education, institutional support, and regulatory clarity, while financial incentives and training were identified as enablers. Coordinated, system-wide interventions are needed to embed sustainability into cancer clinical trial design, governance, and funding processes. Full article

The aviation sector is a significant contributor to greenhouse gas emissions, and with the increasing demand for air travel these emissions are projected to continue rising in the coming years. Sustainable Aviation Fuel (SAF) could greatly help reduce these emissions and make the aviation industry more eco-friendly. SAF is a renewable, low-carbon alternative to conventional jet fuel produced from sustainable resources. A key step to bringing the fuel into regular use is studying how people view it. Understanding what the public think and feel about biofuels, including aviation fuel, is very important. This is because public opinion can shape consumer interest, demand for products, and the willingness of governments to back green energy policies and invest in clean technologies. The study systematically evaluates the public opinion, perception and awareness of SAF in the South Central United States and its utilization to decarbonize the aviation industry. This is performed through a series of multiple-choice survey questions and interviews. The study results show that while there is some recognition of the environmental impact of aviation and the potential role of biofuels in reducing this impact, there is still a need for greater public education and awareness regarding alternative fuels and their benefits for sustainable aviation. The findings of the study underscore a pivotal challenge in addressing aviation-related carbon emissions: the gap in public knowledge about potential solutions like biofuels and SAF. This gap not only reflects a lack of awareness but also hints at the possible skepticism or uncertainty among the public regarding the effectiveness and viability of these alternatives. Full article

Hotel certifications have become increasingly vital in promoting sustainability within the hospitality industry, providing frameworks that guide hotels toward reducing their environmental footprint, enhancing operational efficiency, and gaining a competitive edge in the marketplace. This review explores the development, types, and impact of hotel certifications, with a focus on prominent schemes, such as LEED, Green Key, and EarthCheck. Through an analysis of case studies from globally recognized hotels, we highlight how certifications contribute to significant reductions in energy and water use, improved waste management, and enhanced biodiversity protection, while also delivering economic benefits through cost savings and increased guest loyalty. Our paper also examines consumer perceptions of certifications and their willingness to pay (WTP) for certified hotels. The findings suggest that eco-conscious travelers, particularly younger generations, are willing to pay a premium for hotels that demonstrate a commitment to sustainability; however, consumer awareness of certification schemes remains limited. The barriers to adopting certifications, such as high initial costs, resource limitations, and management resistance, are also discussed, along with the challenges posed by greenwashing and the proliferation of certification schemes. Looking to the future, this review identifies key trends that will shape the evolution of hotel certifications, including increased transparency, the integration of smart technologies, the expanding role of social responsibility, and their alignment with global sustainability goals, such as the United Nations Sustainable Development Goals (SDGs). Hotel certifications are not only crucial for environmental sustainability, but also serve as a powerful tool for enhancing the economic viability of hotels in an increasingly competitive and sustainability-driven market. Full article

Green travel offers significant benefits, including reducing pollution and alleviating traffic congestion. Despite these advantages, green travel is less popular in cold regions, particularly during winter, due to comfort, convenience, and safety concerns. While climate factors are immutable, enhancing the urban environment can promote winter green travel. This paper examines the impact of urban environments on residents’ willingness to engage in green travel in cities located in cold regions during winter. Using data from Shenyang, China, a comprehensive structural equation model based on the stimulus–organism–response (S-O-R) theory was constructed, revealing the causal relationships and underlying structure between environmental factors and green travel willingness. The model demonstrates that social, built, natural, and travel environments collectively shape residents’ willingness to engage in green travel, with the social environment emerging as the most impactful factor. Additionally, this study identified two crucial mediating variables, travel perception evaluation and attitude towards green travel, which indirectly influence green travel willingness. This study also identifies nine critical factors—often underappreciated in traditional analyses—that should be prioritised in urban planning. These findings advance the understanding of green travel behaviour in winter cities by illustrating the complex interplay between environmental factors and individual attitudes while providing actionable guidance for fostering supportive social environments and strategically enhancing built and travel environments to promote green travel in cold climates. Full article

The relationship between environmental awareness and actionable change is complex. While extensive literature examines the links between green ideology and eco-friendly behavior, few studies focus on how green ideology influences transportation choices and the built environment. This study investigates the relationship between environmental awareness and walking behavior, addressing three research questions aimed at: identifying socio-demographic characteristics linked to a high level of environmental awareness; exploring how environmental awareness affects perceptions of walkability; and determining whether individuals committed to community environmentalism are more likely to walk to the grocery store. The findings reveal that higher income is associated with considerations of local air quality, noise, and the importance of positive environmental transportation choices. Car ownership negatively impacts the willingness to adjust routes or travel time to minimize environmental impact. Environmentally aware individuals perceive the grocery store as closer, feel safer walking, view sidewalks as more available and in a better condition, and notice more tree shading. Those who consider air quality and noise levels in their walking decisions are more likely to notice tree shading. Individuals committed to community environmentalism are significantly more likely to walk to the grocery store, underscoring the crucial role of environmental values in shaping transportation behaviors and walkability perceptions. Full article

Shared autonomous vehicles (SAVs) have the advantages of both autonomous driving technology and shared transportation, which is an important development direction for intelligent and green transportation in the future. However, a lack of trust and a high perceived risk have reduced the public’s willingness to use this mode of travel. To improve the public’s willingness to use it, many scholars have conducted research, but young people are still a neglected group. A structural equation model was used to test the models based on 316 survey samples. The results indicated that initial trust had a significant positive effect on the intention to use SAVs, while perceived security risk and perceived privacy risk had no significant effect on the intention to use, but perceived security risk can indirectly negatively affect the intention to use. In addition, attitude and face consciousness had a significant positive influence on intention to use, while subjective norms, perceived behavioral control, and perceived usefulness had a significant indirect positive influence on intention to use SAVs. The findings showed that the model used in this paper was reasonable and valid for explaining young people’s willingness to use SAVs. This will provide guidance for formulating more effective strategies for this group. Full article

Using PLS-SEM, this article proposes and verifies a model among Gen Z that captures the relationship between attitudes towards the environmental ecosystem and green tourism, personal and social norms regarding pro-environmental behaviour, perceived behavioural control, perceived green image of destinations (PGID), behavioural intentions regarding green holiday destinations (GHD), and willingness to pay (WTP) more for visiting them. The paper also verifies whether intercultural differences exist in the relationships between these variables. The most important results indicate that (1) for Gen Z, the perceived green image of destinations has the strongest impact on intention to travel to green holiday destinations; (2) the proposed variables explain the willingness to visit green holiday destinations to a much greater extent than the WTP a higher price for such trips. This study contributes to the literature concerning generational changes in tourism, pro-environmental (transition) planning, and the growing green economy and marketing. Full article

Cycling has always been popular in China, especially during the years when the government encouraged green travel. Many people participate in rides to ease traffic congestion and increase transfer convenience. Due to the disorganized and tidal nature of cycling, cyclists create many conflicts with other groups. Adolescents are vulnerable road users with a strong curiosity and risk-taking mindset. Identifying the factors influencing adolescents’ aggressive riding behavior can assist in developing strategies to prevent this behavior. An online questionnaire was used to collect data on bicycling among students in a middle school in Guangzhou, China. The theory of planned behavior (TPB) and prototype willingness model (PWM) have been applied to study travel behavior and adolescent risk behavior. To investigate the impact of psychological variables on adolescent aggressive behavior, we used TPB, PWM, TPB + PWM, and an integrated model. Behavioral intentions are greatly influenced by attitudes, subjective norms, and perceived behavioral control. Both descriptive and moral norms played a role in behavioral willingness. The integrated model explained 18.3% more behavioral variance than the TPB model. The social reactive pathway explained more variance in behavior than the rational path. Full article

The purpose of this study was to note how people recognize the green lifestyle and how much extra money they are willing to pay for it. An integrated model based on the theory of planned behavior was constructed, and data on the willingness to pay (WTP) for green lifestyles of 1377 respondents in five cities in East China were measured and calculated using the double-bounded dichotomous choice contingent valuation method (DBDC) combined with interval regression analysis. The results showed that the respondents were willing to pay an extra 81.8 yuan, 52.5 yuan, 38.9 yuan, 53.2 yuan, and 37.2 yuan per month for green food, clothing, travel, housing, and waste recycling, respectively. Attitude and moral norms were the strongest predictors of WTP for green clothing, travel, housing, and waste recycling. Perceived behavior control, environmental awareness, personal habits, subjective knowledge, gender, income, and education can affect a few kinds of green lifestyle’s WTP. Full article

Recreational green space (RGS) offers the most intuitive place for urban residents to get in touch with nature. The service radiation of RGS is related to the travel mode, however, residents’ travel behavior has long been ignored in the study of RGS services. This paper considers the Guangdong–Hong Kong–Macau Greater Bay Area (GBA), uses multi-source data, refines the spatial distribution of residents, extracts and classifies the RGS into three categories (township (TRGS), country (CRGS), and urban (URGS)), and analyzes the spatial distribution of the three types of RGS. Using the travel isochrone, the RGS services coverage (including spatial and population coverage) in 11 cities within the GBA is defined by multiple travel modes. Finally, a comprehensive evaluation of the RGS services in the GBA is conducted based on the residents’ transportation choice willingness and recreational selection. The results showed that: (1) TRGSs are mainly distributed in the suburbs, URGSs are mainly concentrated in the mid-western and southern regions, and CRGSs are mostly concentrated in the center of the GBA. (2) For daily travel (15-min and 30-min travel modes), the coverage of the RGS services is unevenly distributed, while under the 60-min travel mode, the RGS services can almost fully cover the residents in the GBA (SP^URGS > 99%). (3) The RGS service of the central cities (Hong Kong, Macau) is better than that of the edge cities (Zhaoqing, Jiangmen), and the different city types should adopt different RGS planning and management strategies. This study provides a reference for RGS refined planning and maintenance in mega-urban agglomerations. Full article

Bus rapid transit (BRT) system is a sustainable mode choice alternative and traffic management method for traffic congestion problems in urban areas. As an extent of total demand management, BRT has broadly been implemented in many countries. BRT has proven to be progressive in alleviating traffic congestion and the difficulty of finding parking spaces in city centers. Currently, people driving their automobiles to work cause traffic congestion along Karachi’s main corridors. People cannot be persuaded to use public transit until their travel patterns are understood. Therefore, the disparity between public and private transportation must be addressed. This research aimed to develop a model to shift car travelers toward Karachi’s Green Line BRT and investigate the factors that influence car travelers’ decisions. A questionnaire-based survey was carried out on single-occupant vehicle (SOV) users in the Green Line corridor of Karachi. This study investigated the elements that influence SOV users’ willingness to adopt the BRT system and studied the possible ways of attracting car drivers to BRT. Data were examined using descriptive-analytic techniques such as the contingency table approach in conjunction with a Chi-square test of the independence/association model in SPSS. Furthermore, binary logistic regression was applied to the highly mediated associated variables. The research’s outcomes were geared at the imposition of parking fees at workplaces to deter individuals from parking their automobiles there. SOV travelers can be diverted to BRT services using this strategy. The research findings will assist policymakers and serve as a foundation for scientific investigations on the travel demand model for the BRT system. Full article

The relationship between regional tourism development and air quality is complex. Although air pollution restricts tourists’ willingness to travel, the air pollution produced by tourism and its ancillary industries can also not be ignored. Using the annual panel data of PM_2.5 concentration and tourism revenue at the city level, and comprehensively using the Panel VAR model, Geodetector and other analysis methods, we explored the spatio-temporal relationship between the tourism economy and its impact on air quality in China. The main conclusions are as follows: first, the “Kuznets” curve of tourism development and air pollution in mainland China from 2004 to 2016 is generally significant—that is, the tourism economy and air pollution generally show an “inverted U-shaped” relationship. Second, the tourism economy has a positive effect on air pollution in the short term, and this effect is stronger in the eastern region. Third, tourism economy is not the leading factor affecting the change in regional air pollution. GDP and industrial structure are more likely to have the greatest impact on air pollution, and the effect of this “joint force” factor on air pollution is greater than that of other single factors. In the future, the high-quality development of China’s tourism economy needs to take environmental protection into consideration, and advocate for low-carbon travel and green tourism. Full article