Predictors of sustainable consumption in a tourism context: a CHAID approach

This investigation studied a sample of 900 prospective international tourists to Norway with respect to their attitudes towards environmental sustainability on holiday. Sustainability was measured using a single item according to which the sample was first divided into highly sustainable tourists and low-sustainable tourists. Later, using a CHAID analysis, predictors of sustainability were identified. These included gender, nationality, being a nature-based tourist or not, and being interested in authenticity or not. The results showed that people who considered authenticity as important on holiday had a higher probability of being highly sustainable tourists. Further, different segments were identified. For instance, the segment that had the greatest likelihood of being highly sustainable tourists was represented by German tourists who were highly interested in authenticity on holiday.