Pro-Environmental Behaviors In The Household And Holiday Setting. An Exploratory Study Among Brasov Citizens

The present paper aims to investigate Brasov citizens’ pro-environmental behavior both in their household and holiday setting. In this sense, we conducted a qualitative research using the in-depth interview method on a 13 respondent sample which included self-declared environmentally friendly residents from the city of Brasov, Romania. Among them, six respondents are members of ecological NGOs and can be considered environmental activists. The interview guide was structured in two sections. First, we considered respondents' pro-environmental behaviors, the description of their activities, aimed at protecting the environment, as well as the tools and resources developed by public authorities in order to facilitate and stimulate citizens’ involvement in environmental protection. The second section was focused on the description of respondents’ last holiday, the choice of tourism destination, transportation, accommodation unit and activities in the destination; respondents’ pro-environmental behaviors; and the tools and instruments developed by local public authorities or hoteliers in order to facilitate tourists’ environmentally friendly behavior. The results of the present study outline the fact that respondents’ involvement in environmentally friendly activities is identical, or almost identical, in both household and holiday setting. For the environmental activists, such a behavior is difficult to change, even in a holiday setting, where environmental protection is one the individuals ‘priority’. The outcomes of our research can be used by both tourist services providers in order to adapt their offer to consumers’ pro-environmental behavior and local authorities who can identify the actions which have to be undertaken in order to facilitate such behavior.