Tom refuses to take his family on a vacation of SeaWorld ever since he read that a group of people filed lawsuits against the company, claiming mistreatment of various killer whales in the park. Despite the claims, SeaWorld maintains that they have done nothing wrong. Regarding encouraging sustainable consumer behavior, which barrier does Tom most relate to in the sustainability claims made by SeaWorld?
A. Distrust
B. Negative perceptions
C. Lack of awareness and knowledge
D. Low availability
E. High prices
Answer: A
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