the pressure that customers can exert on firms to select and use suppliers and resources that meet sustainable criteria. Customers can also influence procurement by elim- inating or attenuating resource use in two ways: (1) provid- ing their own resources (e.g., self-service, volunteer tourism), and (2) advising and helping firms to reuse or share resources, such as supporting cup-reuse programs by purchasing a reusable cup or mug or by using amenity dis- pensers in hotels, rather than amenity bottles. By the same token, tourists’ and consumers’ associations have assisted and educated tourism suppliers on how to adopt and imple- ment sustainable procurement