This is an example of changing beliefs about the extent to which a brand has a certain attributes.
Another example of this is when they convince the consumer that their particular products contain a higher level of vitamins compared to other brands.
I believe this best illustrates self-serving bias.
This term refers to the fact that people are ready to distort the reality, alter their understanding and perception of something in order to maintain their self-esteem, or in order to continue having the same feelings about something or someone. In the case above, fans don't want to admit that maybe team performance wasn't up to par and that it was the reason why they lost.
The answer is conservative
Ecotourism, like a vacation directed towards the outdoors, looking in ways to make it better, obviously not harming it in the process.