Staying Grounded: Exploring the Underlying Motives of Environmental Non-Flyers
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Purpose – This study explores the underlying motives of individuals who have decided to stop flying for environmental reasons – hereinafter the non-flyers. We address this as an anti-consumption phenomenon that has increased traction in recent years due to the ever-increasing concern around environmental issues and their implications for the well-being of societies and the planet. In doing so, we look at different movements related to flying that have emerged over the years and argue that virtually no research has been conducted about individuals who have voluntarily decided to avoid air travel.
Design/methodology/approach – The method chosen for this study consists of qualitative research through semi-structured interviews. In total,... (More) - Purpose – This study explores the underlying motives of individuals who have decided to stop flying for environmental reasons – hereinafter the non-flyers. We address this as an anti-consumption phenomenon that has increased traction in recent years due to the ever-increasing concern around environmental issues and their implications for the well-being of societies and the planet. In doing so, we look at different movements related to flying that have emerged over the years and argue that virtually no research has been conducted about individuals who have voluntarily decided to avoid air travel.
Design/methodology/approach – The method chosen for this study consists of qualitative research through semi-structured interviews. In total, eleven interviews were conducted with people who do not fly for environmental reasons, have not done so for roughly one year, and do not intend to fly again in the future. The empirical material was then analyzed through the lenses of consumer morality and identity theory. Our aim was to understand the relationship between individuals’ moral identity and their environmentally driven consumption choices that help to unravel their motives for deciding not to fly.
Findings – The results show that the participants hold various underlying motives for not consuming air travel that go beyond the more obvious reasons (e.g., reducing their carbon emissions). First, we find that most of the respondents strive for a consistent moral self, looking for coherence between their actions and the type of person they aspire to be. Second, we identify that the participants desire to act as moral role models, hoping to contribute to behavior change by leading by example. Finally, we show that participants intend to reconceptualize the understanding of travel by challenging the current norms in a time where flying is perceived as the normal and desirable thing to do.
Originality/value – This research addresses an anti-consumption that is interesting to investigate both due to the impact it has to reduce emissions from consumption, but also because the non-consumption of air travel has substantial implications for non-flyers compared to other anti-consumption practices (e.g., second-hand shopping or voluntary simplicity). We do so by analyzing this emergent anti-consumption practice that portrays the individual action of non-flyers as a mechanism to create change (i.e., actions to fight climate change). (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9129709
- author
- Maguiña Ángeles, Marian Alejandra LU and Cetnarowski, Susanne Dorothea LU
- supervisor
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9129709
- date added to LUP
- 2023-06-29 09:12:08
- date last changed
- 2023-06-29 09:12:08
@misc{9129709,
abstract = {{Purpose – This study explores the underlying motives of individuals who have decided to stop flying for environmental reasons – hereinafter the non-flyers. We address this as an anti-consumption phenomenon that has increased traction in recent years due to the ever-increasing concern around environmental issues and their implications for the well-being of societies and the planet. In doing so, we look at different movements related to flying that have emerged over the years and argue that virtually no research has been conducted about individuals who have voluntarily decided to avoid air travel.
Design/methodology/approach – The method chosen for this study consists of qualitative research through semi-structured interviews. In total, eleven interviews were conducted with people who do not fly for environmental reasons, have not done so for roughly one year, and do not intend to fly again in the future. The empirical material was then analyzed through the lenses of consumer morality and identity theory. Our aim was to understand the relationship between individuals’ moral identity and their environmentally driven consumption choices that help to unravel their motives for deciding not to fly.
Findings – The results show that the participants hold various underlying motives for not consuming air travel that go beyond the more obvious reasons (e.g., reducing their carbon emissions). First, we find that most of the respondents strive for a consistent moral self, looking for coherence between their actions and the type of person they aspire to be. Second, we identify that the participants desire to act as moral role models, hoping to contribute to behavior change by leading by example. Finally, we show that participants intend to reconceptualize the understanding of travel by challenging the current norms in a time where flying is perceived as the normal and desirable thing to do.
Originality/value – This research addresses an anti-consumption that is interesting to investigate both due to the impact it has to reduce emissions from consumption, but also because the non-consumption of air travel has substantial implications for non-flyers compared to other anti-consumption practices (e.g., second-hand shopping or voluntary simplicity). We do so by analyzing this emergent anti-consumption practice that portrays the individual action of non-flyers as a mechanism to create change (i.e., actions to fight climate change).}},
author = {{Maguiña Ángeles, Marian Alejandra and Cetnarowski, Susanne Dorothea}},
language = {{eng}},
note = {{Student Paper}},
title = {{Staying Grounded: Exploring the Underlying Motives of Environmental Non-Flyers}},
year = {{2023}},
}