The impact of sustainable organizational culture on consumer decision-making and destination choices in tourism enterprises

Abstract This study examines how elements of sustainable organizational culture in tourism enterprises influence consumers’ perceptions and destination-related decisions. Drawing on the Theory of Planned Behavior (TPB) and the Norm Activation Theory (NAT), the study explores the relationships between sustainability awareness, sustainability attitudes, the perceived importance of organizational culture, and the evaluation of tourism enterprises. The empirical analysis is based on a purposive sample of young residents of the Kuyavian-Pomeranian Voivodeship in Poland ( N = 426). Data were collected through an online survey and analyzed using correlation analysis, non-parametric tests, and linear regression models estimated with the Ordinary Least Squares (OLS) method. The results indicate that sustainability attitudes and the perceived importance of organizational culture are significant predictors of corporate evaluation, with organizational culture emerging as the strongest factor influencing consumers’ assessments of tourism enterprises. Sustainability awareness also shows a positive relationship with corporate evaluation, although its effect is comparatively weaker. The findings suggest that sustainability-oriented organizational practices and values play an important role in shaping consumer perceptions in the tourism sector. Although exploratory and based on a pilot sample, the study provides preliminary empirical support for the conceptual framework linking sustainability awareness, attitudes, and organizational culture with consumer evaluations of tourism enterprises. The results also contribute to the growing literature on sustainable tourism by highlighting the role of organizational culture in shaping sustainability-related consumer perceptions.