Consumer attitudes and preferences on holiday carbon footprint information in the Netherlands

E Eijgelaar, J Nawijn, CJB Barten, L. Okhun, L Dijkstra

Research output: Contribution to journalArticleScientificpeer-review

12 Citations (Scopus)

Abstract

This study, part of an R&D project with Dutch tour operators, assessed Dutch consumer preferences towards a carbon label for holiday trips. A general survey (n = 504) assessed the perceived importance of a CO 2 label to consumers. To determine the preferred design, two focus groups (n = 15) followed by a panel study (n = 1246) were performed. Finally, a pilot study (n = 100) assessed potential effects of the label on attitude and booking intention. The general survey's results indicate that a carbon label could impact on the travel choice of some Dutch travellers, when label information is explicit, understandable and simply designed. The focus groups in combination with the panel study showed that Dutch consumers prefer a recognisable carbon label, similar to the EU energy label. The pilot study revealed that consumers' attitudes increased significantly, but that intention to book was not significantly affected for the group that was shown the carbon label. These findings contribute to understanding consumer attitudes towards tourism eco and carbon labels, and their content and design. Implementation of a carbon label for tour packages still requires a number of barriers to be resolved. Sustainability remains a low priority during holiday decision-making.

Original languageEnglish
Pages (from-to)398-411
Number of pages14
JournalJournal of Sustainable Tourism
Volume24
Issue number3
DOIs
Publication statusPublished - 2016

Keywords

  • Carbon label
  • carbon management
  • climate change
  • consumer attitudes
  • emissions
  • package tours

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