THE GROWTH AND INTENSIFICATION OF SOCIAL CRITICISM TOWARDS ECO-TRAVELERS: CAUSES AND DRIVERS.

This article analyzes the factors contributing to the rise and intensification of social criticism towards eco-travelers in contemporary society. The study examines why eco-travelers, despite presenting themselves as environmentally conscious, are increasingly subjected to public skepticism and harsh judgment. The paper identifies perceived hypocrisy, excessively high standards of sustainability, and the trend of "eco-shaming" on social media platforms as the primary drivers of this phenomenon. The findings provide insights into the psychological and social mechanisms of public backlash and offer recommendations for improving communication between eco-travelers and the public.