The impact of tourists sustainability consciousness and responsible tourism behavior on green purchase intent: The Case of Antalya

Sustainability in tourism affects individuals and society in environmental, economic and socio-cultural dimensions. As a result of this effect, differences emerge in tourists' knowledge, attitudes and behaviors. Sustainability consciousness, which has dimensions such as knowledge, attitude and behavior, is the process of learning how to make decisions that take into account the long-term future of inequality in the economy, ecology and all communities. As a result of this learning process, the attitudes and behaviors of tourists are shaped. Responsible tourism means minimizing negative economic, environmental and social impacts; It aims to create economic benefits for local people, contribute to the protection of natural and cultural heritage and provide enjoyable experiences for tourists. The individual's awareness of the concept of environmental sustainability and his/her preference for green companies, products or services are explained as green purchasing intention. Increasing interest in green products and services leads consumers to develop positive purchasing intentions and participate in green campaigns. Based on these points, tourists' sustainability consciousness, responsible tourism behavior and green purchasing intentions are the main motivation of this thesis study. In this research, the effect of tourists' sustainability consciousness and responsible tourism behavior on their green purchasing intentions was investigated. The results of the surveys conducted with tourists visiting Antalya, one of the important holiday destinations, were analyzed with the SPSS software. An attempt was made to reveal whether there was a significant relationship between the variables. In this context, nine hypotheses were put forward to examine the effects of demographic information on variables and the effects of sustainability consciousness and responsible tourism behaviors on green purchasing intentions. It was concluded that tourists' sustainability consciousness, responsible tourism behaviors and green purchasing intentions differ according to gender. It has been revealed that sustainability consciousness and responsible tourism behaviors vary according to the educational level of tourists, but there is no difference in their green purchasing intentions. It was concluded that tourists' sustainability consciousness positively affects their responsible tourism behaviors, responsible tourism behaviors positively affect their green purchasing intentions, and tourists' sustainability consciousness and responsible tourism behaviors have an impact on their green purchasing intentions.