As the number of travelers around the world grows, the importance of managing tourism destinations in a sustainable manner becomes increasingly important. Sustainable tourism has long been discussed as necessary for managing tourism responsibly, yet adoption of sustainable strategies and operationalization has been slow. Initiatives and programs often focus on environmental components of sustainability and the role of large companies. Certification programs are one way in which destinations are operationalizing community-wide sustainable tourism and small businesses are engaging in sustainability initiatives and recognition.

Using social cognitive theory as the research framework, this study examined internal and external motives and their influence on small business participation in sustainable tourism certification and sustainability practices. Incentives for behavior, modeling of other businesses, company values, and self-efficacy were examined as motives and barriers. Regression analysis and independent samples t-tests were used to examine statistical relationships.

This study partnered with the Alaska Travel Industry Association (ATIA) to study businesses that hold Adventure Green Alaska sustainable tourism certification or are viewed as prospects for certification. From a list of 77, 44 Alaska tourism businesses responded to an online questionnaire to participate in this study. Businesses were categorized into those with certification (n = 31) and those without (n=13). Results indicated participation in sustainability practices to be higher among certified businesses than non-certified. Internal motives indicated to be more significant than external motives for participation in sustainable practices and certification. Company values were of high importance to both certified and non-certified businesses in implementing sustainable practices and certification. Consumer interest and marketing benefits were important incentives for participation in sustainability strategies. These findings have implications for tourism industry associations and organizations interested in the operationalization and development of sustainable tourism. This study is expected to aid in marketing and retention efforts for sustainable tourism certification programs, as well as future direction for development of sustainable tourism certification.

A sustainability strategy is a distinctive pattern in an organization’s sustainability programs that are designed to encourage individuals and organizations to behave in more sustainable ways. Local governments worldwide have increasingly pursued sustainability strategies to improve their community health and environment by adopting sustainability programs that span a variety of environmental issues and use a diverse set of policy instruments. Despite increasing prevalence of sustainability efforts at the local level, as yet, there has been little understanding of variation in their sustainability strategies and its relationship with environmental performance outcomes. Prior research has mainly focused on the number of programs that local governments adopt and assumed that local governments with more sustainability programs are more likely to improve the environment than local governments with fewer programs. However, local governments’ sustainability strategies require more nuanced understanding about variations in their sustainability programs, in particular across their program design in that a sustainability strategy relates to both quantity and design aspects of programs.

I address these research gaps in three essays that explore the research question of (1) how design features of sustainability programs vary across US local governments, (2) which factors influence variations in program design, (3) how these factors are related to environmental quality outcomes in communities. By assessing US local governments’ sustainability programs, I found that even for local governments that adopt a same number of sustainability programs, they design their programs differently, especially across the breadth of environmental issues that local governments address in their sustainability programs and the breadth of policy instrument that are used in their programs. Findings suggest that pressures from external stakeholders and variations in local governments’ organizational capacities are related to local governments’ decisions to purse different types of sustainability strategies. Finally, I find that local governments that design their programs more comprehensively are likely to have greater environmental performance outcomes in their community. My dissertation expands existing research in a significant way by focusing on the importance of program design and its link with improved environmental performance, thereby providing important implications for distinguishing among local governments’ sustainability strategies.

This study investigates how well prominent behavioral theories from social psychology explain green purchasing behavior (GPB). I assess three prominent theories in terms of their suitability for GPB research, their attractiveness to GPB empiricists, and the strength of their empirical evidence when applied to GPB. First, a qualitative assessment of the Theory of Planned Behavior (TPB), Norm Activation Theory (NAT), and Value-Belief-Norm Theory (VBN) is conducted to evaluate a) how well the phenomenon and concepts in each theory match the characteristics of pro-environmental behavior and b) how well the assumptions made in each theory match common assumptions made in purchasing theory. Second, a quantitative assessment of these three theories is conducted in which r2 values and methodological parameters (e.g., sample size) are collected from a sample of 21 empirical studies on GPB to evaluate the accuracy and generalize-ability of empirical evidence. In the qualitative assessment, the results show each theory has its advantages and disadvantages. The results also provide a theoretically-grounded roadmap for modifying each theory to be more suitable for GPB research. In the quantitative assessment, the TPB outperforms the other two theories in every aspect taken into consideration. It proves to 1) create the most accurate models 2) be supported by the most generalize-able empirical evidence and 3) be the most attractive theory to empiricists. Although the TPB establishes itself as the best foundational theory for an empiricist to start from, it's clear that a more comprehensive model is needed to achieve consistent results and improve our understanding of GPB. NAT and the Theory of Interpersonal Behavior (TIB) offer pathways to extend the TPB. The TIB seems particularly apt for this endeavor, while VBN does not appear to have much to offer. Overall, the TPB has already proven to hold a relatively high predictive value. But with the state of ecosystem services continuing to decline on a global scale, it's important for models of GPB to become more accurate and reliable. Better models have the capacity to help marketing professionals, product developers, and policy makers develop strategies for encouraging consumers to buy green products.