Ethical consumers and the responsible tourist
This chapter presents a chronological overview of studies into the behaviour of consumers who display moral concerns over society’s excessive levels of consumption. The chapter details the UK market for ethical consumption, and explains the complexities associated with navigating the ethical market place. It continues by linking ethical consumption with a tourism context, and considers whether knowledge of ethical consumers’ moral concerns could be useful to those seeking to understand responsible tourist motivation. The chapter concludes with a detailed presentation of research into responsible tourist behaviour.