Role of Corporate Social and Environmental Responsibility in Cruise Consumers' Behaviour Decision Making

Cruise consumers' values have changed. They not only want the many benefits associated with twentieth century cruising, but also want a twenty-first century approach that engages the personal values that influence their purchases (Mc Hugh, 2010) and takes into account the fact that today's consumers are more aware of environmental issues and demand change (Jones, 2010). The cruising market share is growing, and cruise executives have indicated that cruise companies will need to embrace younger cruise guests who are concerned about quality of life in which ethical conduct, social engagement, ecological consciousness will be important components in their lifestyle (Ahrens, 2011). This change is essential because cruise consumers are increasingly demanding pro social and pro environmental practices (Klein, 2011) as part of cruise companies' ethical behaviour. Such practices are expected to be engaged throughout the entire cruise line supply chain, because consumers' are generally demanding pro-social and pro-environmental changes in business practices and policies of all industries globally.