A new study raises the question whether worship of nature is detrimental to the environment. The research conducted by Robin Canniford of the University of Melbourne and Avi Shankar of the University of Bath has been published in the Journal of Consumer Research.
Consumers embrace nature in order to escape from their routine life, social tensions and urban culture. They have romantic ideas which include holidaying in tropical islands, surfing and other activities which may cause destruction to nature, such as burning events. Consumers seem to be invariably destroying what they desire to experience and enjoy.
Tourists travel to destinations such as the Maldives to experience the crystal blue sea and other such beautiful places. However, their visits have led to generation of huge amount of waste that is spoiling the available space on the island. Further, the waste is polluting the blue sea. Private resorts and boat charters are limiting the crowds at specific locations in order to retain nature as it is. This has led to commercialization and more regulation.
Consumers seem to be aware of the vulnerability of nature and the detrimental effects of their activities in nature. Hence they employ technologies that are ecologically friendly to reduce the damage that may take place. Consumers are employing practices that seem to have the least impact on nature and try to leave it untouched. This provides an opportunity for manufacturers of outdoor equipment to develop eco-friendly products that are less damaging to nature.
Source: http://ejcr.org/
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