Flying in the face of environmental concern- why green consumers continue to fly.pdf (450.6 kB)
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journal contribution
posted on 2016-05-12, 10:15 authored by Seonaidh McDonald, Caroline J. Oates, Maree Thyne, Andrew TimmisAndrew Timmis, Claire Carlile© 2015 The Author(s). Published by Taylor & Francis. 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.
History
School
- Architecture, Building and Civil Engineering
Published in
Journal of Marketing ManagementVolume
31Issue
13-14Pages
1503 - 1528Citation
MCDONALD, S. ...et al., 2015. Flying in the face of environmental concern: why green consumers continue to fly. Journal of Marketing Management, 31(13-14), pp. 1503-1528.Publisher
© The Authors. Published by Taylor and FrancisVersion
- VoR (Version of Record)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2015Notes
This is an Open Access Article. It is published by Taylor And Francis under the Creative Commons Attribution 4.0 Unported Licence (CC BY-NC-ND). Full details of this licence are available at: http://creativecommons.org/licenses/by-nc-nd/4.0/ISSN
0267-257XeISSN
1472-1376Publisher version
Language
- en