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Environmentally Motivated Travel Reduction: The Effects of Availability, Herding Bias, and Self-Monitoring
Asking consumers to consume less, or to travel less, does not necessarily make them do so and is, therefore, a key challenge for public policy-makers and green marketers. In this paper, we scrutinize the effect of intuitive decisions/judgments as well as personality differences on consumers’ intentions to consume less. More specifically, we study how the availability heuristic, herding biases, and self-monitoring influence environmentally motivated consumption reduction (EMCR) in a tourism context. Drawing on EMCR and a heuristics-and-biases approach, we present an experimental study designed to test how availability (high vs. low information availability), herding behavior (herd present vs. no herd), and high vs. low self-monitoring influence consumers’ intentions to travel less in the future. The results suggest that the existence of a herd influence environmentally motivated travel reductions. Also, high self-monitors are more capable of sensing the eco-friendly direction of the public opinion in general, and adjust their behavior to align with this, than individuals with a lower self-monitoring tendency. Finally, there is a positive interaction between herding bias and self-monitoring, while we found no significant effect of the availability heuristic on the environmentally motivated travel reduction. The implications of the results and future research avenues are discussed.
Environmentally Motivated Travel Reduction: The Effects of Availability, Herding Bias, and Self-Monitoring
Asking consumers to consume less, or to travel less, does not necessarily make them do so and is, therefore, a key challenge for public policy-makers and green marketers. In this paper, we scrutinize the effect of intuitive decisions/judgments as well as personality differences on consumers’ intentions to consume less. More specifically, we study how the availability heuristic, herding biases, and self-monitoring influence environmentally motivated consumption reduction (EMCR) in a tourism context. Drawing on EMCR and a heuristics-and-biases approach, we present an experimental study designed to test how availability (high vs. low information availability), herding behavior (herd present vs. no herd), and high vs. low self-monitoring influence consumers’ intentions to travel less in the future. The results suggest that the existence of a herd influence environmentally motivated travel reductions. Also, high self-monitors are more capable of sensing the eco-friendly direction of the public opinion in general, and adjust their behavior to align with this, than individuals with a lower self-monitoring tendency. Finally, there is a positive interaction between herding bias and self-monitoring, while we found no significant effect of the availability heuristic on the environmentally motivated travel reduction. The implications of the results and future research avenues are discussed.
Environmentally Motivated Travel Reduction: The Effects of Availability, Herding Bias, and Self-Monitoring
Shiva Ghorban Nejad (author) / Håvard Hansen (author)
2021
Article (Journal)
Electronic Resource
Unknown
Metadata by DOAJ is licensed under CC BY-SA 1.0
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