The implications of these findings in the context of sustainable coastal destination management are discussed. The three segments are characterized by unique environmental values and some sociodemographic and travel characteristics including sex, age, educational attainment, type of tourists, and repeat visit status. The unresponsives are unconcerned and do not react to the presence of single-use plastic waste. The leavers react to single-use plastic waste by leaving the beach and not visiting any beach at the destination while the swappers substitute the beach with others. Three segments of tourists’ behavioral responses to single-use plastic waste emerged, namely leavers, swappers, and unresponsives. Underpinned by the value-belief-norm theory, and with a sample of 603 tourists in Ghana and analyzed with the two-step cluster technique, this study characterizes tourists’ behavioral response to single-use plastic waste. Though single-use plastic waste remains a global challenge, there is little knowledge on tourists’ behavioral responses to single-use plastic waste.
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