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 Students for Sustainable Tourism

SST engages undergraduate and graduate students from multiple disciplines in understanding and promoting sustainable tourism by providing first hand experience in the field through creating service, community outreach, and professional development opportunities.


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  NC GreenTravel

If you own or manage a lodging, restaurant, park, entertainment or other travel-oriented business, the NC GreenTravel website will provide you with information to help you become more competitive in the green travel arena.Whether your facility is in the mountains, the piedmont, or the coastal area of North Carolina, we can help you go green and save green!

Click to see all NC GreenTravel recognized businesses

For more information contact Tom Rhodes at the NC Division of Environmental Assistance and Outreach at (919) 707-8140, or Alex Naar the CST's Director of Outreach at (252) 737-1346


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Affiliate Faculty

Affiliate Faculty share an interest and enthusiasm for the Center's mission, conduct tourism research activities in conjunction with the Center, serve as thesis advisors and members, and mentor students working on sustainable tourism related research.


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Green Consumerism and Marketing

Jason D. Oliver

Assistant Professor, Dept of Marketing & Supply Chain Management

College of Business

East Carolina University

3104 Bate Building

Greenville, NC 27858


Community Outreach Interests

My interests are centered on advising and assisting businesses and organizations who want increase the adoption of environmentally friendly goods and services. I focus on non-adopters and on understanding barriers to environmentally friendly product adoption. The goal is to design solutions that apply marketing techniques to overcome these barriers and motivate non-adopters to change consumption behaviors. I am interested in outreach that helps companies and organizations apply this understanding to increase the rate of green product adoption, including the adoption of sustainable tourism.

Research Interests

In the past, the majority of research on marketing environmentally friendly products has focused on why “green” consumers buy “green” products. However, these self-labeled eco-conscious consumers only comprise approximately 5% of the population. I am focused on understanding the other 95% of the population.

My research interests include diffusion of sustainable innovations, green marketing, and customer loyalty.

Notable Publications

  • Oliver, J. D. (2007). Increasing the adoption of environmentally friendly products: Who are the non-adopters, and what will get them to buy green? (Doctoral dissertation, University of Rhode Island, 2007).
  • Oliver, J. D., & Perfetto, R. (2007). Readiness to go green: Using a transtheoretical approach to better understand non-adopters of environmentally friendly products. Association of Marketing Theory and Practice, Savannah, GA.


  • MKTG 3832: Marketing Management
  • MKTG 4972: Special Session (Customer Relationship Management)
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