Green Materialism: Bridging Eco-Tourism and Consumer Values for Sustainable Living

Abstract

The present study explores the influence of materialism on eco-destination image, environmental concern, environmental knowledge, and time perspective in Uttarakhand taking 591 sample size for the study. People who visited at least one tourist places were chosen to be participant in the study. The study employed confirmatory factor analysis (CFA) and structural equation modelling (SEM) for analysis. Findings reveal significant positive relationships between materialism and each of the studied variables, suggesting that materialistic values may not be averse to environmental sustainability as traditionally believed. Instead, materialism can positively impact individuals’ perceptions and behaviors towards eco-friendly practices and destinations. These results underscore the potential for leveraging materialistic tendencies to enhance environmental awareness, concern, and sustainable tourism.