To motivate sustainable purchasing and consumption, several tourism firms adopt and use eco-footprinting analysis that measures and make customers aware
of their environmental impact. This is a direct result of understanding the size
of one’s ecological footprint and the resultant environmental unsustainability of his or her lifestyle, which in turn has been found to persuade customers to prefer to purchase sustainable products (e.g., Sutcliffe, Hooper, and Howell 2008).
Exploitation of social media for nurturing customer communities, using the social pressure and mimic behavior of social communities for diffusing a sustainable lifestyle, recruiting and activating their members, and supporting and promoting their sustainable activities.