Consistency of Sustainable Consumption with Values and Lifestyle in Post-Modern Tourists

Abstract

The concepts of sustainable consumption and sustainable tourism are studied separately within the scope of sustainability. In this study, it has been examined whether individuals' understanding of values and lifestyle are consistent with sustainable consumption behaviors in post-modern tourism by considering both concepts together. Today, post-modern consumers have a more individual and liberal perception and reflect the consumption behaviors shaped in this direction more intensely and more clearly in the tourism sector. Especially in the Turkish tourism literature, it has been found that there are few studies to measure the consistency between post-modern tourism perception, individual's lifestyle and values and sustainable consumption behavior. The main question of this study is whether individuals' understanding of lifestyle and value are consistent with the tendency to display sustainable tourism behavior when manipulated with post-modern tourism perception. In this context; consumers' values, lifestyles and consumption trends were measured through the data obtained through the survey method using the VALS scale and the sustainable tourism scale. The findings of the study revealed that post-modern tourism preferences are related to individuals with principled motivation and individuals with spatial mobility, depending on their sustainable consumption trends. The data obtained from this study are also expected to give an idea about how post-modern tourism perception is related with lifestyle and values and whether there is consistency between the tendency to display sustainable tourism behavior and help further studies.

Discovering Islamic values: a classical grounded theory approach

“…Previous studies show that differences in values are significantly related to differences in a variety of attitudinal and behavioral outcomes including: 8), religion (Ilter et al, 2017), choice of leisure activities (Schubert, Sohre and Ströbel, 2020. ), healthy lifestyle (Bryndin and Bryndina, 2017), purchase intention (Anderson et al, 2014;Ozturk et al, 2016), green consumer behavior (Fraj and Martinez, 2006;Rahman and Reynols, 2017), green lifestyle behaviors (Sony and Ferguson, 2017), Consumer Online Purchase Intention (Chugh, 2020), online fashion retail market (Dahana et al, 2019), sustainable consumption (Erol, 2021), cinema consumers (Díaz et al, 2018), Tourism (Noor et al, 2020), Halal Lifestyle (Sukardani, Setianingrum and Wibisono, 2018).…”

“…These questions include various specific and general attitude statements and several demographic items. Lifestyle groups in the United States include: survivors (4 percent), sustainers (7 percent), belongers (35 percent), emulators (9 percent), achievers (22 percent), l-am-me (5 percent), experiential (7 percent), societally conscious (9 percent), and integrated (2 percent) (Erol, 2021).…”

“…In postmodernism, there is a special emphasis on differences rather than similarities: differences in traditions, lifestyles and values. Therefore, consumers in this period also consider consumption as a way to highlight their differences (Erol, 2021). The shift in marketing approach from mass marketing to product-based marketing and then consumer-oriented marketing has highlighted the need for market segmentation (James et al , 2017).…”

“…According to Rokeach (1973), values are firm and enduring beliefs that guide human behavior and through which one prefers certain behaviors and goals to others. In other words, values are abstract ideas of the individual that distinguish right from wrong in determining goals and behaviors (Erol, 2021). Thus, values are of particular importance because they influence a wide range of behaviors (such as consumer decision-making processes and attitudes) (Lee et al , 2015).…”