Have coffee/tea, will travel: assessing the inclination towards sustainable coffee and tea tourism among the green generations

• Published in: Consumer Behavior in Tourism and Hospitality 2021-08, Vol.15 (3), p.384-398
• Main Authors: Yeap, Jasmine A.L, Ooi, Say Keat, Ara, Husna, Said, Muhamad Faizal
• Format: Article
• Language: English
• Subjects: Attitudes; Coffee; Community; Consumer behavior; Consumers; Coronaviruses; COVID-19; Decision making; Environmental impact; Generations; Millennials; Perceptions; Plantations; Risk perception; Social norms; Socialization; Sustainability; Sustainable practices; Sustainable tourism; Tea; Tourism; Travel; Travel patterns
• ISSN: 1750-6182; 2752-6666; 1750-6190; 2752-6674
• DOI: 10.1108/IJCTHR-08-2020-0191

Purpose This study aims to identify the key variables which determine intentions to visit coffee/tea tourism plantations particularly those adopting sustainable practices. Also, this study ascertained the perception of risk in travelling due to the fear of Covid-19 on travel intentions to such coffee/tea tourism destinations. Design/methodology/approach Using the theory of planned behaviour as a basis for this study’s framework, data was gathered from 302 eco-conscious Generation Y and Z consumers via an online survey. Partial least squares were then applied to analyse the data. Findings Learning and relaxation motives were important in determining consumers’ attitudes towards sustainable coffee/tea tourism. The intention to engage in sustainable coffee/tea tourism is most strongly affected by the risk of travelling, followed by attitude. Research limitations/implications The addition of contemporary variables was given to the theory of planned behaviour’s core constructs to better reflect consumers’ attitude and behaviour towards a growing form of tourism under unprecedented times. Practical implications Travel or tourism operators will have first-hand insights on the factors that drive intentions to visit sustainable coffee and tea destinations, thus enabling more strategic action to be undertaken to reach the targeted young consumers. Originality/value This study examines young, environmental-conscious consumers’ perspectives on novel travel destinations which adopt sustainable practices. Risk in travelling was assessed which is necessary given Covid-19 has severely disrupted consumers’ travel patterns.