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The present study examines the impact of values, environmental concern, and willingness to accept economic sacrifices to protect the environment on tourists' intentions to buy ecologically sustainable tourism alternatives. The data were collected in a web-based survey and analysed by using structural equation modeling. The results show that universalism is related to environmental concern in the hypothesized direction. Significant positive relationships were found between environmental concern and the willingness to accept economic sacrifices to protect the environment, as well as between environmental concern and the intentions to buy ecologically sustainable tourism alternatives. Further, a positive relationship was found between willingness to accept economic sacrifices to protect the environment and the intentions to buy ecologically sustainable tourism alternatives. Theoretical and practical implications of the findings are discussed.
Therese Hedlund (Sat,) studied this question.