Green tourism product concept | Asian visitors | Non-Asian visitors |
Theme | Categories | |
Values | · Environmental mindset · Trendy concept · Background and experiences · Policy and regulation implemented by the government · Health and longevity | · Trendy concept · Individual values · Lifestyle symbol |
Attitudes | · Education · Peers effect · Nature will effect human attitudes; Materialism society pays less attention to green approach · Developed countries are more concerned about green concepts · Developing countries are unaware of green concepts · Attention induces attitude · Knowledge elicits awareness · Technological influences lead to attention | · Education · Personal attitudes and beliefs · Attention to the planet · Eco concept yields green concepts · Social media promotes green concepts · Culture affects vision · Countries adopt green attitudes · Developed countries are more concerned about green concept than developing countries are · Developing countries are not aware of green concepts · Pricing and quality · Different segments mean different attitudes · Willingness to pay · Asians look for quantity, whereas non-Asians look for sustainability |
Green purchase behaviour | · Religious conviction leads to buying behaviour · Culture effect to purchasing decision · Focus on pricing · Asians have low level of attention · China’s attention to green concepts is limited to governmental promotion · Effectiveness of government regulation · Conceptually based · Different interests, values and action · Asians are passive; non-Asians are active · Chinese was a late comers in their attitude towards this behaviour, whilst non-Asians are early adopters | · Norms and habits · Social and disposable income · Environmental commitment · Asians are not concerned, whereas non-Asians take action · Non-Asians prefer attention to authenticity and quality · Asians focus on profit making · Non-Asians focus on industrial development · Asians catch up late, whereas non-Asians are well developed · Optional behaviour · More visible action is observed among non-Asians than among Asians · More popular in the non-Asian context than in the Asian context · Ethics lead to behaviour · Non-Asians have stronger attitudes towards green concepts that Asians |