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Global warming is a worldwide issue but it is developing island countries like Fiji and Kiribati who suffer first-hand impacts. This study seeks to study attitudes of educated Fijians towards environmental issues particularly Tourism and their intentional behaviour in reducing these impacts by minimizing their carbon footprints. The attitudes and behavioral intentions are ranked in averages to show the most to least important issues and intentions. It concludes that Tourism is not regarded as a high impact environment issue because of either lack of awareness or an intentional lack of awareness. Awareness campaigns in Fiji are generic in nature as most mentioned behaviours were unspecific meaning most Fijians know what to do but do not how to. The two aspects acting as Fijian peoples’ contribution towards a Sustainable Future of Fiji. KEYWORD: Attitudes; Behavioral Intentions; Sustainability; Environment; Carbon footprints; Awareness International Conference on Social Science, Education Management and Sports Education (SSEMSE 2015) © 2015. The authors Published by Atlantis Press 1309 global warming than less informed individuals (Kellstedt, Zharan, & Vedlitz, 2008). McKerchera and Prideaux (2011) review that information overload and choice overload might be another cause of this gap as consumers get bombarded by so many messages about environment issues from diverse range of sources with incomplete or conflicting information that puts them in a state where they do not know where or how they should act. Situations like these may lead to “Green fatigue” (Greenberg, 2008) where enthusiasm for change falls over time. The review of the literature helps us construct the objectives of this study. Firstly, the attitude of educated Fijians towards different environment issues including Tourism. Tourism acts as a key part of this study as it is the major foreign exchange earner of Fiji with further expansion plans as the WWF report warns Fiji of “irreversible environmental damage and could lead to tension between tourist developers, landowners and local communities” (WWF). Therefore, studying individual attitudes towards Tourism as an environment issue will show the level of awareness on the negative impacts of Tourism in Fiji. The second objective of this study is to categorize behavioral intentions of individuals into Specific and Generic so as to understand if awareness campaigns in Fiji are generic or specific in nature. |
