Skip to main content

Research Repository

See what's under the surface

Flying in the face of environmental concern: why green consumers continue to fly.

McDonald, Seonaidh; Oates, Caroline J.; Thyne, Maree; Timmis, Andrew J.; Carlile, Claire

Authors

Seonaidh McDonald

Caroline J. Oates

Maree Thyne

Andrew J. Timmis

Claire Carlile



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.

Journal Article Type Article
Publication Date Aug 31, 2015
Journal Journal of marketing management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor & Francis
Peer Reviewed Peer Reviewed
Volume 31
Issue 13-14
Pages 1503-1528
Institution Citation MCDONALD, S., OATES, C.J., THYNE, M., TIMMIS, A.J. and CARLILE, C. 2015. Flying in the face of environmental concern: why green consumers continue to fly. Journal of marketing management [online], 31(13-14), pages 1503-1528. Available from: https://doi.org/10.1080/0267257X.2015.1059352
DOI https://doi.org/10.1080/0267257X.2015.1059352
Keywords Rationales; Attitude behaviour gap; Sustainability marketing; Cognitive dissonance; Sustainable consumption; Travel decisions

Files





Downloadable Citations