Abstract
Considering the evolution of climate change and recognizing that the tourism industry is among the key contributors to this evolution, this study aims to clarify how researchers and practitioners can understand better what the triggers to the adoption of a sustainable behavior are while on holidays. Various studies have been conducted on the sustainable tourist, pointing to numerous characteristics but as of yet, not achieving an agreement as to what the profile of this type of tourist is. Through a study on a sample of Canadian tourists, this article aims to identify whether a sustainable consumer type can be identified, how those consumers differ in their everyday sustainable behavior, and whether daily life behaviors continue when traveling. By investigating indicators such as altruism, frugality, and pro-ecological behavior, the study both identifies the underlying structure of sustainable behavior and brings a new insight into which elements permeate or not when traveling.
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