ABSTRACT
This chapter aims to outline current theories applied in consumers’ environmental attitudes, green marketing applications in tourism marketing, and recommendations for future research into the environmental attitudes of consumers. Several theoretical frameworks, such as the Theory of Planned Actions (TPA), the Theory of Planned Behavior (TPB), the value-belief-norm (VBN) theory, and other motivational and situational attributes, are commonly utilized to understand consumers’ environmental attitudes and the relationships between their attitudes and environmental friendly behavior. In addition, research has begun to emphasize environmental issues and sustainable practices in tourism business operations and has provided insightful implications to tourism marketing. Researchers are encouraged to develop various research methods and designs to delve into different aspects of the environmental attitudes and behaviors of consumers and businesses alike.
