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Title: Flying in the face of environmental concern: why green consumers continue to fly
Authors: McDonald, Seonaidh
Oates, Caroline J.
Thyne, Maree
Timmis, Andrew J.
Carlile, Claire
Keywords: Rationales
Attitude-behaviour gap
Sustainability marketing
Cognitive dissonance
Sustainable consumption
Travel decisions
Issue Date: 2015
Publisher: © The Authors. Published by Taylor and Francis
Citation: 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.
Abstract: © 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.
Description: 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/
Version: Published
DOI: 10.1080/0267257X.2015.1059352
URI: https://dspace.lboro.ac.uk/2134/21193
Publisher Link: http://dx.doi.org/10.1080/0267257X.2015.1059352
ISSN: 0267-257X
Appears in Collections:Published Articles (Architecture, Building and Civil Engineering)

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