Reducing the Attitude-Behavior Gap in the Context of Sustainable Tourism
Haase, Lucas (2020)
Haase, Lucas
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052915291
https://urn.fi/URN:NBN:fi:amk-2020052915291
Tiivistelmä
The aim of the thesis is to answer the two following research questions: how can the attitude-behavior gap in sustainable tourism be reduced and how can the barriers that limit consumers’ pro-environmental behavior be overcome? The overall objective of the thesis is to give insight to the importance of implementing and promoting the goals of sustainable development in the Finnish tourism sector. The thesis further examines how Finnish society views sustainable development and what initiatives the society has taken to implement its objectives.
Sustainable development is receiving greater importance due to the increased awareness of environmental issues. An extensive amount of academic literature deals with the sustainable consumer, attempting to understand their perceptions, intentions, attitudes and behaviour. This thesis presents theories from behavioral science (psychology, marketing), which could be utilized to change consumer behaviors for environmentally sustainable results. Research studies presented in this thesis show that travellers are consistently becoming more concerned and aware of current environmental issues, especially on climate change. Thus, they are opting for more sustainable solutions. Considering this, companies should seek to create sustainable strategies that minimise consumers’ attitude-behavior gap, i.e. find ways to translate consumers’ good intensions into actual behavior.
Several rationales are suggested in academic literature concerning the reasons behind the attitude-behavior-gap and why it exists. According to Nolan, et al. (2008) one of the most influential elements revolves around the individual self. Consumers are more prone to behave pro-environmentally when there are some forms of self-benefits involved in the action. Carrigan & Attalla (2001) argue, that high price or low quality of ethical products and services along with the lack of information about product/service attributes, might be of influence (Carrigan & Attalla, 2001). Research by Lorenzoni, et al., (2007) examines a few of the identified limitations that clarify inconsistencies between personal engagement and public interest. A major universal reason, that the public states is the inadequate political actions and the weak governmental participation (Lorenzoni, et al., 2007).
Sustainable development is receiving greater importance due to the increased awareness of environmental issues. An extensive amount of academic literature deals with the sustainable consumer, attempting to understand their perceptions, intentions, attitudes and behaviour. This thesis presents theories from behavioral science (psychology, marketing), which could be utilized to change consumer behaviors for environmentally sustainable results. Research studies presented in this thesis show that travellers are consistently becoming more concerned and aware of current environmental issues, especially on climate change. Thus, they are opting for more sustainable solutions. Considering this, companies should seek to create sustainable strategies that minimise consumers’ attitude-behavior gap, i.e. find ways to translate consumers’ good intensions into actual behavior.
Several rationales are suggested in academic literature concerning the reasons behind the attitude-behavior-gap and why it exists. According to Nolan, et al. (2008) one of the most influential elements revolves around the individual self. Consumers are more prone to behave pro-environmentally when there are some forms of self-benefits involved in the action. Carrigan & Attalla (2001) argue, that high price or low quality of ethical products and services along with the lack of information about product/service attributes, might be of influence (Carrigan & Attalla, 2001). Research by Lorenzoni, et al., (2007) examines a few of the identified limitations that clarify inconsistencies between personal engagement and public interest. A major universal reason, that the public states is the inadequate political actions and the weak governmental participation (Lorenzoni, et al., 2007).