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Testing the effectiveness of increased frequency of norm-nudges in encouraging sustainable tourist behaviour: a field experiment using actual and self-reported behavioural data
Dalarna University, School of Culture and Society, Tourism Studies. Mid Sweden University, Östersund.ORCID iD: 0000-0003-0794-5843
Dalarna University, School of Culture and Society, Tourism Studies.
Dalarna University, School of Culture and Society, Tourism Studies.ORCID iD: 0000-0001-5031-3863
2024 (English)In: Journal of Sustainable Tourism, ISSN 0966-9582, E-ISSN 1747-7646, Vol. 32, no 7, p. 1307-1331Article in journal (Refereed) Published
Sustainable development
SDG 12: Responsible consumption and production
Abstract [en]

Norm-nudges are effective in encouraging sustainable consumer behaviour in various settings, by raising the salience of the target behaviour via social norms. Tourism presents a highly hedonic context, in which behaviour is primarily framed by self-oriented goals as opposed to normative ones related to the good of the environment and society. While the existing literature provides insights on the appropriate content of norm-nudges to raise the salience of normative goals, less is known about an appropriate frequency of nudges. It is important to address this gap in tourism because tourists need to be aware of desired sustainable behaviours, while overly obtrusive nudges may backfire. A field experiment was conducted to test the extent to which an increased frequency of norm-nudges has a backfiring effect on sustainable tourist behaviour, using donations for mountain-biking trails as the target behaviour. Results show that increasing the frequency of norm-nudges does not diminish their positive uptake, which suggests that they can be used more to encourage sustainable behaviour and enhance tourists’ experiences. Using actual and self-reported behavioural data, this study provides new empirical evidence on the effectiveness of increased frequency of norm-nudges in a real tourism setting, contributing to knowledge on norm-nudges and backfiring effects. © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

Place, publisher, year, edition, pages
Routledge , 2024. Vol. 32, no 7, p. 1307-1331
Keywords [en]
backfiring, field experiment, Nudges, sustainability, tourist behaviour
National Category
Social and Economic Geography
Identifiers
URN: urn:nbn:se:du-46577DOI: 10.1080/09669582.2023.2220979ISI: 001004364000001Scopus ID: 2-s2.0-85161639934OAI: oai:DiVA.org:du-46577DiVA, id: diva2:1785364
Available from: 2023-08-02 Created: 2023-08-02 Last updated: 2025-06-10Bibliographically approved
In thesis
1. Pro-Sustainable Consumer Behaviour in Tourism and Hospitality: Drivers, Barriers, and Effective Behavioural Intervention Design
Open this publication in new window or tab >>Pro-Sustainable Consumer Behaviour in Tourism and Hospitality: Drivers, Barriers, and Effective Behavioural Intervention Design
2025 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Amid escalating global sustainability challenges, tourism and hospitality (T&H) has emerged as an important arena for understanding and fostering pro-sustainable consumer behaviour. The hedonic priorities and complexity of decision-making in T&H often exacerbate the gap between stated attitudes and actual pro-sustainable behaviour, which contributes to issues like climate change. However, these contexts also offer opportunities to better understand and influence pro-sustainable behaviour through tailored interventions.

Behavioural interventions like nudges have shown promise in terms of guiding behaviour towards desirable outcomes by modifying decision-making environments based on behavioural economics. However, gaps remain with regard to understanding pro-sustainable behaviours across diverse T&H settings and developing effective interventions that T&H providers can implement to enhance informed consumer choices without compromising their experience.

This thesis addresses these gaps by using a mixed-method field experimental approach to study pro-sustainable behaviour in two distinct T&H contexts: donations for mountain-biking trails in Rörbäcksnäs, Dalarna (Sweden), and climate-friendly food choices in restaurants in the Swedish locations of Sälen, Dalarna, and Stockholm. Each setting involved two field experiments – testing social norms and carbon label interventions – which together constitute four independent papers. This field experimental approach not only provides insights into real-life behavioural processes but also incorporates providers’ perspectives on promoting pro-sustainable options, informing the design of context-relevant interventions.

The findings culminate in a framework that researchers, providers, and policymakers can use to design and test behavioural interventions that foster pro-sustainable consumer behaviour in T&H and other out-of-home consumption domains. Methodologically, this framework emphasises the importance of collaborative design and iterative adaptation of interventions based on field experiments, to effectively bridge theory and practice in T&H sustainability. Theoretically, the research offers new insights into pro-sustainable consumer behaviour, highlighting the significant influence of social norms and contextual factors across diverse T&H settings. Practically, the study stresses the need to align interventions with the context-specific goals of consumer segments, showcasing the value of tailored social norm interventions, carbon labels, and staff engagement in promoting pro-sustainable choices while preserving the overall consumer experience.

Place, publisher, year, edition, pages
Sundsvall: Mid Sweden University, 2025. p. 282
Series
Mid Sweden University doctoral thesis, ISSN 1652-893X ; 418
Keywords
sustainable behaviour, behavioural interventions, nudge, field experiments, restaurants, food-choice, mountain-biking, donations, social norms, carbon label
National Category
Other Social Sciences not elsewhere specified Other Geographic Studies
Research subject
Forskargrupp/Seminariegrupp, CeTLeR research seminar
Identifiers
urn:nbn:se:du-50496 (URN)978-91-89786-97-4 (ISBN)
Public defence
2025-03-07, F234, Kunskapens väg 8, Östersund, 09:30
Opponent
Supervisors
Projects
Boosting the sustainable food choice to reduce climate footprint at winter tourism destinationsInnovative business models for sustainable nature based tourism via Gamification and Nudge
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF)Dalarna UniversityRegion Dalarna
Note

At the time of the doctoral defence the following paper was unpublished: paper 4 in manuscript.

Vid tidpunkten för disputationen var följande delarbete opublicerat: delarbete 4 manuskript.

Available from: 2025-04-17 Created: 2025-04-17 Last updated: 2025-04-17Bibliographically approved

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Nowak, MarieAlnyme, OmarHeldt, Tobias

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