KURATA Noriko

Ethical consumption, which is consumption that takes into consideration the natural environment, local communities, and society, has been attracting attention recently. In tourism, too, there is a movement to promote "ethical tourism," which contributes to the sustainability of the destination by including volunteer activities in the itinerary, in many parts of the world. Psychological studies have shown that altruistic behavior can have beneficial psychological effects not only for the beneficiary but also for the actor, and thus the future spread of ethical tourism is expected. However, previous studies, mainly case reports, have rarely discussed how ethical tourism can be spread. In this study, we examined the feasibility of promoting and developing ecotourism based on the results of a questionnaire survey focusing on citizens' environmental awareness and volunteerism. The results of a questionnaire survey conducted at a roadside station in Hiroshima Prefecture revealed that a high level of environmental awareness in economic activities, experience participating in volunteer activities, and a high level of interest in travel could lead to interest in ethical tourism. Therefore, it can be said that approaching the segment of consumers who consume in an environmentally conscious manner and have a high interest in volunteering and travel will be the key to the spread and development of ethical tourism in the future. Keywords: ecotourism, ethical consumption, environmental awareness, volunteerism.