ABSTRACT
Environmental awareness of European consumers and its implication for ecologically conscious behavior two data samples were compared: a household sample covering European countries representatively and a sample of the Austrian National Guest Survey comprising 13 European tourism generating countries. Both samples used the EUROSTYLES typology in order to identify the share of each of the 16 standardized EUROSTYLES in the sample. Within the household sample a special environmental awareness index was constructed that reduced the 16 lifestyle types into five homogenous groups of ECO-STYLES. Therefore, it was investigated whether this particular definition of environmental awareness can be held responsible for other domains of life such as leisure and tourism as well. By means of panel analyses empirical evidence was shown on the relationship between environmental conscious consumers and higher purchase rates of environmentally friendly products. In this case an add-on tool to the EUROSTYLES system has not proven to be efficient in solving tourism marketing problems.
