TY - JOUR
T1 - Flying in the face of environmental concern
T2 - why green consumers continue to fly
AU - McDonald, Seonaidh
AU - Oates, Caroline J.
AU - Thyne, Maree
AU - Timmis, Andrew J.
AU - Carlile, Claire
N1 - © 2015 The Author(s). Published by Taylor & Francis.
PY - 2015/9/2
Y1 - 2015/9/2
N2 - Abstract: Some unsustainable consumer behaviours have proved extremely hard to change or even challenge. Despite the fact that flying can be more damaging than any other activity that an individual can undertake, many otherwise green consumers still choose to fly, offering an opportunity to elicit narratives about the differences between their attitudes and behaviours. Qualitative interview data were gathered from self-selected green consumers and set within a cognitive dissonance analytical framework. Four strategies were uncovered: not changing travel behaviour (but offering justifications related to travel product, travel context or personal identity); reducing or restricting flights; changing other behaviours to compensate for flying; and stopping flying. This analysis furthers research on green consumer rationales for (un)sustainable behaviours and suggests several avenues for sustainable marketing management.
AB - Abstract: Some unsustainable consumer behaviours have proved extremely hard to change or even challenge. Despite the fact that flying can be more damaging than any other activity that an individual can undertake, many otherwise green consumers still choose to fly, offering an opportunity to elicit narratives about the differences between their attitudes and behaviours. Qualitative interview data were gathered from self-selected green consumers and set within a cognitive dissonance analytical framework. Four strategies were uncovered: not changing travel behaviour (but offering justifications related to travel product, travel context or personal identity); reducing or restricting flights; changing other behaviours to compensate for flying; and stopping flying. This analysis furthers research on green consumer rationales for (un)sustainable behaviours and suggests several avenues for sustainable marketing management.
KW - attitude-behaviour gap
KW - cognitive dissonance
KW - rationales
KW - sustainability marketing
KW - sustainable consumption
KW - travel decisions
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U2 - 10.1080/0267257X.2015.1059352
DO - 10.1080/0267257X.2015.1059352
M3 - Article
AN - SCOPUS:84939227632
SN - 0267-257X
VL - 31
SP - 1503
EP - 1528
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 13-14
ER -