Sustainable consumer choices – critical reflection on hospitality and tourism

Abstract

PurposeStrategies to promote more sustainable consumer choices have been gaining interest among tourism and hospitality scholars. In particular, behavioral economic theories of decision-making have gained popularity in the past decade, led by behavioral interventions (BIs) such as the nudge movement. This paper aims to present a critical reflection on this recent trend, with a specific focus on whether these BI approaches are an adequate tool to contribute to long-term behavioral changes, one crucial aim of the promotion of sustainable consumption.Design/methodology/approachBased on a critical review of recent significant academic works in the field, this paper reflects on how nudge principles are applied in the hospitality and tourism sectors, as well as the usual justifications given for their use. This paper then discusses the potential limitations, both theoretical and practical, of using these short-term focused approaches to decisions that intend to have long-term outcomes and aims.FindingsBIs in hospitality and tourism have the potential to create long-term sustainable changes through a more comprehensive view of behavioral factors influencing decisions; however, such approaches would need to be strongly embedded in theoretical arguments that question “how” and “why” behavior change could be sustainable in the long term. This paper proposes a conceptual framework to address these concerns for future research.Research limitations/implicationsThis critical reflection proposes a comprehensive framework that will help guide stronger theoretically motivated identification, design and empirical testing of BIs and nudges. Industry can eventually benefit from theoretically stronger interventions that provide a balance between the short-term and long-term influence of BIs to attain customer loyalty and eventually greater value for business stakeholders.Originality/valueThis reflection paper critically reviews the basis of BIs and recommends a framework to strengthen their theoretical arguments. This reflection focuses on the theoretical critique of BIs and nudges to ensure long-term behavior changes are sustainable. The paper also proposes a comprehensive framework that incorporates well-founded theoretical models to enhance BIs and nudge literature.