Sustainable Consumer Behaviour and Adoption of Eco-Friendly Palmyrah Products: A Tourism Marketing Lensurant in SDG-12

Abstract

Sustainable consumption has become prominent to Sustainable Development Goal 12 (SDG-12) because it promotes sustainable production and sustainable consumption. A sustainable alternative to plastic products in the southern part of Tamil Nadu is eco-friendly palmyrah products that are not popular, as they are not branded and not widely known, and the market is not large enough. According to the available literature, it is evident that environmental consciousness, perceived value, subjective norms and behavioral control are the elements that affect sustainable consumer behavior though there is an intention-behavior gap. With the promotion and branding of eco-friendly products, tourism marketing has become a significant influence with the use of online promotion. The paper explores the issue of how eco-friendly palmyrah products are influenced to be adopted by consumers and how tourism marketing could contribute to SDG-12. The respondents (n=200) were used to gather the data by administering structured 5-point Likert scale questionnaire. The findings of the descriptive analysis showed high awareness and value perceptions whereas reliability analysis showed consistency. The correlation analysis showed that there were significant positive relationships between awareness and understanding of SDG-12, tourism marketing influence, perceived value, and adoption intention. The regression analysis showed that the perceived value and awareness and tourism marketing are vital determinants and barriers negatively affect the same. The decision is that this paper shows that visibility needs to be raised, digital marketing needs to be enhanced, and tourism marketing needs to be used to promote palmyrah products to ensure that more people adopt it and this leads to SDG-12 achievement.