Who goes green? Demographic drivers of sustainable tourist behavior

Saltık Z., AKOVA O.

Anatolia, vol.37, no.1, pp.82-97, 2026 (ESCI, Scopus) identifier identifier

  • Publication Type: Article / Article
  • Volume: 37 Issue: 1
  • Publication Date: 2026
  • Doi Number: 10.1080/13032917.2025.2549932
  • Journal Name: Anatolia
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, CAB Abstracts, Geobase, Hospitality & Tourism Complete, Hospitality & Tourism Index, Veterinary Science Database
  • Page Numbers: pp.82-97
  • Keywords: environmental perceptions, green purchasing, Sustainable tourism, sustainable tourist behavior, tourism policies
  • Istanbul University Affiliated: Yes

Abstract

An examination of demographics is crucial for understanding sustainable tourist behaviour and its boundaries. This study measures the impact of demographics on tourists’ environmental perceptions and vacation behaviours. This study utilizes a quantitative approach, and uses data gathered from 440 international tourists visiting Turkey. In accordance with the research model, t-test and one-way analysis of variance were performed. Key findings signify a considerable difference in the perception scores regarding environment-related issues based on the participants’ gender, age, monthly income and marital status. Furthermore, tourists’ green product purchasing behaviour scores show a statistically significant difference based on their age. However, a statistically significant difference was not determined in the environmentally sustainable vacation behaviour scores based upon the demographics of the tourists.