Abstract
ABSTRACT This study investigates first, the influence of self-esteem on the consumer's involvement with eco-friendly product seeking. Second, it seeks to demonstrate the extent to which the consumer's involvement in eco-friendly travel destinations, their demand for variation in eco-friendly tourist destinations, and their desire for unique eco-friendly travel destinations influences their willingness to spend more on these types of products. Results indicate that self-esteem plays an important role in consumer involvement in eco-friendly travel destinations. Environmental involvement and uniqueness seeking have a positive relationship with willingness to pay more; however, the relationship between product involvement and variety seeking and willingness to pay more demonstrates otherwise. It appears that a consumer education on eco-friendly travel destination needs to be strengthened in order to create changes in consumption patterns.
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