This study is an exploratory research effort to understand hotel future customers’ intentions to adopt and perform the three types of ethical tourism, namely positive, negative and discursive types. There has been scant research, so far, with regards to ethical behaviour in the tourism sector. In addition there are considerable voids with reference to the factors that are able to affect this type of behaviour. However, in Greece there is already a considerable number of hotels, which have obtained the Green Key certificate. Their managers do need and seek for the most optimum marketing channels to promote their competitive advantages.