The hedonic nature of conservation volunteer travel

Informed by the hedonic consumption value framework, this research explores the relationships between individuals' environmental views, consumption values, and intentions to engage in conservation volunteer travel, to argue that contemporary conservation volunteer travel needs to be re-conceptualized. Such perspective on conservation volunteer travel takes into account young adults' desires for hedonic travel experiences. The study results expose that hedonic and utilitarian values of conservation volunteer travel mediate the relations between of pro-environmental views on the intent to volunteer in conservation projects. In other words, through participation in conservation volunteer travel, consumers gain both hedonic pleasure as well as a sense that their actions are needed given increasing global environmental degradation.