While international agencies such as UNEP (2011) emphasize increasing consumer ethical awareness as a key drive tourism industry, the empirical evidence is contradictory. For example, while UNEP cites a worldwide survey of travellers conducted by TripAdvisor that found 38 per cent of respondents had stayed at an environmentally friendly hotel and that environmentally friendly tourism was a consideration in the choice households a environmental attitudinal survey of over 1,000 that in the UK found that although 80 per cent of households accepted that climate change would affect them, the same number believed that climate change was already having an effect, only 22 per cent were willing to fly less (Energy Saving Trust 2007. When queried about their willingness to make personal sacrifices for the sake of the environment, flying less was the second most unpopular choice out of five alternatives presented. Similarly, an unwillingness to make a behavioural change to fly less was revealed in Becken's (2007) research in New Zealand She found a demo rable reluctance by tour ists to take voluntary initiatives and be proactive in audressing the global impact of air travel. Likewise, Hares et al. (2010), in their research into holiday decision-making factors in the UK, found that an awareness of climate change did not influence the consumption of aviation, despi fact that flying identified as the third most common factor in how an individual's lifestyle impacted upon climate change.