The paper explores the influence of greenwash on green trust and discusses the mediation roles of green consumer confusion and green perceived risk. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. This research employs an empirical study by means of the structural equation modeling. The results show that greenwash is negatively related to green trust. Therefore, this study suggests that companies must reduce their greenwash behaviors to enhance their consumers’ green trust. In addition, this study finds out that green consumer confusion and green perceived risk mediate the negative relationship between greenwash and green trust. The results also demonstrate that greenwash is positively associated with green consumer confusion and green perceived risk which would negatively affect green trust. It means that greenwash does not only negatively affect green trust directly but also negatively influence it via green consumer confusion and green perceived risk indirectly. Hence, if companies would like to reduce the negative relationship between greenwash and green trust, they need to decrease their consumers’ green consumer confusion and green perceived risk.

Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk

Although the work of the voluntary sector is growing, the number of people volunteering is not increasing at a comparable rate. This paper argues that the key to an organisation's success in recruiting and retaining its volunteers is to have an understanding of its target group. As a means to developing this understanding the paper reviews the prior research on volunteering and outlines the current situation in the voluntary sector with regard to the donation of time. The review shows that those who volunteer are an extremely diverse group, active in a wide variety of contexts. This makes the definition of a volunteer a more complex task than one would expect. It also demonstrates that individuals and organisations may volunteer for reasons other than purely altruistic motives. Finally, the paper identifies gaps in this area of research and presents topics for further research. Copyright © 2002 Henry Stewart Publications

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Understanding the volunteer market: the what, where, who and why of volunteering

The present study examined excessive Internet use of Taiwanese adolescents and a psychological aspect of users, sensation seeking, thus to differentiate motivation of Internet dependents and non-dependents. Seven hundred and fifty three Taiwanese high school students were selected using cluster sampling and 88 of them were categorized as Internet dependent users. Results indicated that Internet dependents spent more time on-line than non-dependents. While Internet dependents perceived significantly more negative Internet influences on daily routines, school performance, and parental relation than non-dependents, both Internet dependents and non-dependents viewed Internet use as enhancing peer relations. Making friends through the Internet has become a popular activity among adolescents, potentially leading to its excessive use. Internet dependents scored significantly higher on overall sensation seeking and disinhibition than Internet non-dependents. However, both groups did not differ in the life experience seeking subscale and thrill and adventure seeking subscale. This finding contradicts that of Lavin, Marvin, McLarney, Nola, and Scott [CyberPsychol. Behav. 2 (2000) 425]. Possible reasons for this discrepancy and for the relation between Internet dependence and disinhibition in Taiwanese adolescents are also discussed.

Sensation Seeking and Internet Dependence of Taiwanese High School Adolescents

Apparel product attributes, web browsing, and e-impulse buying on shopping websites

Volunteer tourism: A review

Tourism accounts for approximately 7.5% - 15% of the world’s total employment and is the world’s most important service industry. In heavily frequented tourist destinations such as the Galapagos Islands in Ecuador, the importance is even higher. International travel is projected to double by 2020 with over 1.5 billion people traveling throughout the world. Within the tourism industry, ecotourism is the fastest growing sector, growing from 10 to 30 percent a year. While exact definitions of ecotourism vary, ecotourism is defined by the International Tourism Society (TIES) as “responsible travel to natural areas that conserves the environment and improves the welfare of local people.” A subset of sustainable tourism, ecotourism has a natural area focus, which benefits the environment and communities visited, fosters environmental and cultural understanding, appreciation and awareness. Because there is no universally adopted certification program for ecotourism, tourism operators may market their operations as “ecotourism” while in reality they are “greenwashing.” Greenwashers are dishonest tourism operators who embrace ecotourism as a new selling angle. To greenwash is to promote ecotourism while effectively doing the opposite. The Galapagos Islands is a popular destination for ecotourism. Beginning in the late 1960’s, the Galapagos tourism industry started with about 1,000 tourists per year and has boomed to 148,000 tourists in 2006. This has caused several problems: g rowing human population, introduction of alien and invasive species, and unwanted by-products from tourism. As a result, in 2007, the Galapagos Islands were placed on UNESCO’s list of World Heritage Sites in Danger. Because of the unique biodiversity of the Galapagos Islands, and the increase in tourism and its negative consequences, the Galapagos Islands presents an excellent example for a case study in marketing of ecotourism. Using the criteria established by the Mohonk Agreement for responsible ecotourism, this paper examines the websites of ecotourism operators in the Galapagos Islands to determine the extent to which they are “ecotours” or “greenwashed tours.” The implications for conservation of the islands and responsible marketing are discussed.

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Marketing Tourism In The Galapagos Islands: Ecotourism Or Greenwashing?

The type T personality has been described by various psychologists as a thrill seeking or risk taking personality. One positive physical outlet for these thrill seeking tendencies is extreme sports, which are a form of deviance. As more participants become involved in various extreme sports, there is a clear formation of subcultures within the individual sports. While the formation of one subculture is often independent of the formation of the other extreme sports subcultures, there are marked similarities. This paper discusses the commonalities of several extreme sports subcultures and the relationship of their development to evolution of the sport.

Thrill seeking: the type T personality and extreme sports

The purpose of this study was to determine if sensation seeking and consumer innovativeness are useful characteristics in identifying a productive target market for volunteer tourism offerings. Sensation seeking and consumer innovativeness are trait characteristics describing needs for new experiences, risk taking, simulation, and consumer willingness to integrating these needs into their consumption of products and services. Extreme sports enthusiasts, thought to be high sensation seekers, were surveyed. Chain-referral methods were used to recruit the sample. Findings indicate that respondents were high in sensation seeking and consumer innovativeness. Many also expressed a desire for future volunteer work. Findings indicate that respondents would be a potential target market for volunteer tourism experiences and suggest that certain individual traits can be useful in identifying other individuals that would be a productive target market for volunteer tourism offerings. A better understanding of the bene...

Sensation Seekers as a Target Market for Volunteer Tourism

Approximately 1100 extreme sports participants were surveyed to identify the relationship between sensation seeking and gender on current civic participation, motivation for volunteer involvement, intention to participate in the future, and a preference for leadership.




Sensation seeking was not helpful in identifying current civic involvement. However, sensation seekers reported a significant desire to work with activist and reform-oriented organizations.




Females reported a significantly higher level of motivation for civic participation than males as well as a greater intention to volunteer in the future.




Both male and female sensation seekers reported a preference for a leadership role.




Copyright © 2007 John Wiley & Sons, Ltd.

Sensation seekers and civic participation: exploring the influence of sensation seeking and gender on intention to lead and volunteer

Understanding consumers' preferences and use of media types is imperative for marketing and advertising managers, especially in today's fragmented market. A clear understanding assists managers in making more effective selections of appropriate media outlets, yet individuals' choices of type and use of media are based on a variety of characteristics. This paper examines one personality trait, sensation seeking, which has not appeared in the literature examining “new” media preferences and use. Sensation seeking is a personality trait defined as “the need for varied, novel, and complex sensations and experiences and the willingness to take physical and social risks for the sake of such experiences” (Zuckerman 1979). Six hypotheses were developed from a review of the literature. Particular attention was given to the Uses and Gratification theory (Katz 1959), which explains various reasons why people choose media types and their motivations for using the different types of media. Current theory sugg...

Donald R. Self

Papers

Marketing Tourism In The Galapagos Islands: Ecotourism Or Greenwashing?

Thrill seeking: the type T personality and extreme sports

Sensation Seekers as a Target Market for Volunteer Tourism

Sensation seekers and civic participation: exploring the influence of sensation seeking and gender on intention to lead and volunteer

Media Habits of Sensation Seekers