chapter  5
20 Pages

0 Introduction

The previous chapter argued that an examination of individuals’ values can contribute to a greater understanding of ethical consumption behaviour. It noted relatively little tourist research had utilised the values concept for understanding responsible tourist behaviour. This chapter attempts to redress this gap by presenting the findings of an exploratory study into how ethical consumers incorporate their everyday consumption values into holiday choices. This chapter starts with an explanation of the study objectives, an exploration of the research method and details of respondent recruitment. It continues with the interview questions and respondents’ answers, using qualitative quotes to illustrate their decision-making rationale. The study findings are analysed in Chapter 6, along with a discussion of how values provide a unique insight into the holiday choices of ethical consumers.