Flight shaming consumers into aviation sustainability: which factors moderate

Can Post-Vaccine ‘Vaxication’ Rejuvenate Global Tourism? Nexus between COVID-19 Branded Destination Safety, Travel Shaming, Incentives and the Rise of Vaxication Travel

“…Flight shaming refers to an environmental protection campaign called 'flygskam'; an anti-flying movement criticizing airlines and travelers for adversely impacting the environment [97]. The literature presents diverse views about the significance of flight shaming and its potential serious impact on the flying behaviors and air-travel desires of people; however, there is consensus on the understanding that flight shaming most certainly affects social and moral norms, enhances awareness, and interferes with the planning and evaluation process while making a travel decision [98][99][100]. A study conducted by Winter et al [100] on 847 participants validated the theory that flight-shaming campaigns negatively impacted the willingness to travel in the future, and successfully built awareness about airlines adversely contributing to climate change; the willingness to travel for participants with high sustainability values was reported to be impacted more compared to those with lower sustainability values.…”

“…The literature presents diverse views about the significance of flight shaming and its potential serious impact on the flying behaviors and air-travel desires of people; however, there is consensus on the understanding that flight shaming most certainly affects social and moral norms, enhances awareness, and interferes with the planning and evaluation process while making a travel decision [98][99][100]. A study conducted by Winter et al [100] on 847 participants validated the theory that flight-shaming campaigns negatively impacted the willingness to travel in the future, and successfully built awareness about airlines adversely contributing to climate change; the willingness to travel for participants with high sustainability values was reported to be impacted more compared to those with lower sustainability values. Likewise, another study suggested that flight shaming might not become a mainstream factor instigating significant implications for airline business and operations; however, it certainly is responsible for instilling eco-guilt in the travelers and inducing an emotional pressure for the evaluation and rethinking of their travel choices and behavior [99].…”

Spill-over effects between daily and air travel behavior: a panel analysis

“…Accordingly, some people have also been switching to sustainable urban mobility options. On the other hand, ight shaming is a growing social movement that criticizes and feels guilty about air travel's impact on the environment (Winter et al, 2021). This movement has gained momentum as more people become aware of the signi cant greenhouse gas emissions produced by the aviation industry, primarily due to the burning of fossil fuels in aircraft engines.…”