One Nudge Is Not Enough: Exploring the Limits and Potentials of Behavioral Approaches for Sustainable Tourism Mobility
Abstract
This article provides a literature-based overview of the effectiveness of behavioral interventions — so-called "nudges" — in promoting sustainable tourism mobility. Drawing on the model of self-regulated behavioral change and findings from behavioral economics, the article discusses how the effectiveness of nudges in this domain is influenced by a wide variety of factors and whether these kinds of subtle interventions can lead to lasting behavioral change. Rather than presenting new empirical data, the article synthesizes existing research and illustrates key findings through selected case examples. Special attention is given to whether one-time nudges, such as free public transport offers, are sufficient to induce long-term shifts in travel behavior among tourists. The overview shows that while nudges can potentially trigger initial changes, sustained behavioral transformation typically requires repeated or combined interventions tailored to a specific travel context.
Full text
37Behavioral Economics Guide 2025 One Nudge Is Not Enough: Exploring the Limits and Potentials of Behavioral Approaches for Sustainable Tourism Mobility JÖRN BASEL1, CHRISTIAN WEIBEL AND MALIN WENZKE Lucerne School of Business ¦ĞĢŭÖũŶĢóķāťũŋƑĢùāŭÖķĢŶāũÖŶŽũāðÖŭāùŋƑāũƑĢāƒŋĕŶĞāāƦāóŶĢƑāłāŭŭŋĕðāĞÖƑĢŋũÖķĢłŶāũƑāłŶĢŋłŭŭŋóÖķķāù łŽùėāŭĢłťũŋĿŋŶĢłėŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘ'ũÖƒĢłėŋłŶĞāĿŋùāķŋĕŭāķĕũāėŽķÖŶāùðāĞÖƑĢŋũÖķ óĞÖłėāÖłùƩłùĢłėŭĕũŋĿðāĞÖƑĢŋũÖķāóŋłŋĿĢóŭŶĞāÖũŶĢóķāùĢŭóŽŭŭāŭĞŋƒŶĞāāƦāóŶĢƑāłāŭŭŋĕłŽùėāŭĢłŶĞĢŭ ùŋĿÖĢłĢŭĢłƪŽāłóāùðƘÖƒĢùāƑÖũĢāŶƘŋĕĕÖóŶŋũŭÖłùƒĞāŶĞāũŶĞāŭāĴĢłùŭŋĕŭŽðŶķāĢłŶāũƑāłŶĢŋłŭóÖłķāÖù ŶŋķÖŭŶĢłėðāĞÖƑĢŋũÖķóĞÖłėāÖŶĞāũŶĞÖłťũāŭāłŶĢłėłāƒāĿťĢũĢóÖķùÖŶÖŶĞāÖũŶĢóķāŭƘłŶĞāŭĢơāŭāƗĢŭŶĢłė ũāŭāÖũóĞÖłùĢķķŽŭŶũÖŶāŭĴāƘƩłùĢłėŭŶĞũŋŽėĞŭāķāóŶāùóÖŭāāƗÖĿťķāŭťāóĢÖķÖŶŶāłŶĢŋłĢŭėĢƑāłŶŋƒĞāŶĞāũ ŋłāŶĢĿāłŽùėāŭŭŽóĞÖŭĕũāāťŽðķĢóŶũÖłŭťŋũŶŋƦāũŭÖũāŭŽƧóĢāłŶŶŋĢłùŽóāķŋłėŶāũĿŭĞĢĕŶŭĢłŶũÖƑāķ ðāĞÖƑĢŋũÖĿŋłėŶŋŽũĢŭŶŭ¦ĞāŋƑāũƑĢāƒŭĞŋƒŭŶĞÖŶƒĞĢķāłŽùėāŭóÖłťŋŶāłŶĢÖķķƘŶũĢėėāũĢłĢŶĢÖķóĞÖłėāŭ ŭŽŭŶÖĢłāùðāĞÖƑĢŋũÖķŶũÖłŭĕŋũĿÖŶĢŋłŶƘťĢóÖķķƘũāŨŽĢũāŭũāťāÖŶāùŋũóŋĿðĢłāùĢłŶāũƑāłŶĢŋłŭŶÖĢķŋũāùŶŋÖ ŭťāóĢƩóŶũÖƑāķóŋłŶāƗŶ ː Corresponding author: [email protected] Introduction ¦ĞāóķÖŭŭĢóŭŶŽùƘðƘFŋķùŭŶāĢłÖłùóŋķķāÖėŽāŭˑˏˏ˗ ŶĞāĿÖıŋũĢŶƘŋĕėŽāŭŶŭũāŽŭāŶĞāĢũŶŋƒāķŭƒĞĢóĞ ÖĢĿāùŶŋāłóŋŽũÖėāĞŋŶāķėŽāŭŶŭŶŋũāŽŭāŶŋƒāķŭÖłù ŶĞŽŭťũŋĿŋŶāŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿðāĞÖƑĢŋũŭĞŋƒāù ŶĞÖŶłŽùėĢłėĢłŶĞāĕŋũĿŋĕÖłŋŶāŭŶÖŶĢłėŶĞÖŶ˖˔ ŋĕÖķķėŽāŭŶŭĢłŶĞÖŶũŋŋĿũāŽŭāŶĞāĢũŶŋƒāķŭķāùŶŋ ÖķĿŋŭŶĞÖķĕŋĕŶĞāėŽāŭŶŭÖóŶŽÖķķƘũāŽŭĢłėŶĞāĢũŶŋƒāķŭ óĞÖłėāĢłðāĞÖƑĢŋũŭĢĿťķƘðƘĿāÖłŭŋĕÖłŋŶāŽŶ ĢŭĢŶũāÖķķƘŶĞÖŶŭĢĿťķā RłũāóāłŶƘāÖũŭðāĞÖƑĢŋũŋũĢāłŶāùÖťťũŋÖóĞāŭĞÖƑā ĢłóũāÖŭĢłėķƘðāóŋĿāťũŋĿĢłāłŶÂĞĢŶāāŶÖķˑˏː˘ ¦ĞāĕŋóŽŭĢŭŋłŭƘŭŶāĿÖŶĢóÖķķƘũāùāŭĢėłĢłėŶĞāóĞŋĢóā āłƑĢũŋłĿāłŶŶŋũāùŽóāŶũÖƑāķāũŭāóŋķŋėĢóÖķĕŋŋŶťũĢłŶŭ ¦ĞāłāāùĕŋũāłƑĢũŋłĿāłŶÖķķƘĕũĢāłùķƘðāĞÖƑĢŋũĢŭ ƒĢùāķƘũāóŋėłĢơāùƒĞĢóĞĢŭƒĞƘóŋĿťũāĞāłŭĢƑāÖť ťũŋÖóĞāŭĞÖƑāðāāłĢłŶũŋùŽóāùðƘėŋƑāũłĿāłŶŭťũĢƑÖŶā ŭāóŶŋũÖóŶŋũŭÖłùłŋłėŋƑāũłĿāłŶÖķŋũėÖłĢơÖŶĢŋłŭ FũāāłpŽùėāŭÑÖłāƑÖͽ'ŽĿðÖķŭĴÖˑˏˑˏ ĞÖƑāÖóķāÖũÖùƑÖłŶÖėāðāóÖŽŭāŶĞāƘùŋłŋŶĢłƑŋķƑā ũāėŽķÖŶĢŋłŭķĢĴāðÖłŭŋũťŽũāĿŋłāŶÖũƘĢłóāłŶĢƑāŭ ¦ĞāŭāŶƒŋĕāÖŶŽũāŭĿÖĴāŶĞāĿťÖũŶĢóŽķÖũķƘÖťťāÖķĢłė ŶŋŶĞāŶŋŽũĢŭĿĢłùŽŭŶũƘƒĞāũāĢłŶāłŭāóŋĿťāŶĢŶĢŋł ĿāÖłŭŶĞāũāĢŭÖķƒÖƘŭÖĕāÖũŶĞÖŶóāũŶÖĢłŭŽŭŶÖĢłÖðĢķĢŶƘ ĿāÖŭŽũāŭóŋŽķùùāŶāũóŽŭŶŋĿāũŭpŽùėĢłėŶĞāũāĕŋũā ÖóŶŭÖŭÖŭĢķƑāũðŽķķāŶĢłŶĞÖŶĢŶāłóŋŽũÖėāŭŶũÖƑāķāũŭŶŋ ÖùŋťŶĿŋũāŭŽŭŶÖĢłÖðķāðāĞÖƑĢŋũÖŶķĢŶŶķāóŋŭŶƒĞĢóĞ ĢùāÖķķƘóŋũũāŭťŋłùŭŶŋŶĞāĢũťũāĕāũāłóāŭÖłƘƒÖƘÖ ƒĢłƒĢłŭĢŶŽÖŶĢŋłNŋƒāƑāũÖóķŋŭāũķŋŋĴÖŶŶĞāāĿ ťĢũĢóÖķƩłùĢłėŭŋłťŽũāłŽùėĢłėÖťťũŋÖóĞāŭŭĞŋƒŶĞÖŶ āƗĢŭŶĢłėāƑĢùāłóāĢŭĕũÖėĿāłŶāùÖłùĢłŭŋĿāóÖŭāŭ āƑāłóŋłŶũÖùĢóŶŋũƘÖŶƩũŭŶėķÖłóāŋłėāŶÖķˑˏˑ˓ ŋŽơÖpāŶŋāŶÖķˑˏˑ˒ ¦ĞĢŭÖũŶĢóķāŶĞāũāĕŋũāÖĢĿŭŶŋťũāŭāłŶÖóķÖŭŭĢƩóÖ ŶĢŋłŋĕŶĞāāƗĢŭŶĢłėƩłùĢłėŭÖłùóũĢŶĢóÖķķƘāƗÖĿĢłā ŶĞāāƦāóŶĢƑāłāŭŭŋĕłŽùėāŭĕŋũðāĞÖƑĢŋũÖķóĞÖłėā ĢłŶŋŽũĢŭĿĿŋðĢķĢŶƘƒĞĢóĞĢŭŶĞāóāłŶũÖķŭŋŽũóāŋĕ āĿĢŭŭĢŋłŭƒĢŶĞĢłŶĞāŶŋŽũĢŭĿĢłùŽŭŶũƘðÖŭāùŋłŭā ķāóŶāùāƑĢùāłóāRŶùŋāŭŭŋðƘÖùùũāŭŭĢłėŶĞāĕŋķķŋƒĢłė ŨŽāŭŶĢŋłŭ ː NŋƒāƦāóŶĢƑāÖũāłŽùėĢłėÖťťũŋÖóĞāŭĢłťũŋ ĿŋŶĢłėŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘ ˑ ÂĞÖŶĕÖóŶŋũŭùāŶāũĿĢłāŶĞāŭŽóóāŭŭŋũĕÖĢķŽũā ŋĕłŽùėĢłėĿāÖŭŽũāŭ ˒ ÂĞÖŶóŋĿťķāĿāłŶÖũƘŭŶũÖŶāėĢāŭÖũāłāóāŭŭÖũƘ ŶŋðũĢłėÖðŋŽŶķŋłėŶāũĿðāĞÖƑĢŋũÖķóĞÖłėā © 2025. This work is openly licensed via CC BY 4.0.
Behavioral Approaches for Sustainable Tourism Mobility Jörn Basel et al. 38Behavioral Economics Guide 2025 RłŋũùāũŶŋÖŭŭāŭŭłŽùėĢłėĢłŶāũƑāłŶĢŋłŭŶĞŋũŋŽėĞķƘ ĢłŶĞāóŋłŶāƗŶŋĕŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘÖ ŶĞāŋũāŶĢóÖķĕũÖĿāƒŋũĴĢŭłāāùāùŋłāŶĞÖŶāƗťķÖĢłŭ łŋŶŋłķƘðāĞÖƑĢŋũĢŶŭāķĕðŽŶÖķŭŋĞŋƒĢŶóĞÖłėāŭŋƑāũ ŶĢĿā¦ĞāĞÖŭāmŋùāķŋĕāķĕāėŽķÖŶāùāĞÖƑĢŋũ !ĞÖłėāŋĕĕāũŭŭŽóĞÖĕũÖĿāƒŋũĴ¦ĞāĕŋķķŋƒĢłė óĞÖťŶāũĢłŶũŋùŽóāŭŶĞĢŭĿŋùāķÖłùĢķķŽŭŶũÖŶāŭĞŋƒ łŽùėāŭóÖłðāŭƘŭŶāĿÖŶĢóÖķķƘÖŭŭĢėłāùŶŋùĢƦāũāłŶ ťĞÖŭāŭŋĕŶĞāðāĞÖƑĢŋũóĞÖłėāťũŋóāŭŭÖķķŋƒĢłėĕŋũ ÖŶĞāŋũƘùũĢƑāłŭƘłŶĞāŭĢŭŋĕāĿťĢũĢóÖķƩłùĢłėŭŋł łŽùėĢłėĢłŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘ'ũÖƒĢłėŋł ŶĞāťũĢłóĢťķāŭŋĕłÖũũÖŶĢƑāÖłùĢłŶāėũÖŶĢƑāũāƑĢāƒŭ ÖŽĿāĢŭŶāũͽdāÖũƘː˘˘˖łƘùāũˑˏː˘¦ũÖłƩāķùāŶ Öķˑˏˏ˒ŶĞāÖũŶĢóķāũāƑĢāƒŭāĿťĢũĢóÖķāƑĢùāłóāŋł ŶĞāāƦāóŶĢƑāłāŭŭŋĕłŽùėāŭĢłŶĞāƩāķùŭŋĕŶŋŽũĢŭĿÖłù ĿŋðĢķĢŶƘÖłùÖùùĢŶĢŋłÖķķƘùĢŭóŽŭŭāŭĴāƘóĞÖķķāłėāŭ ŶĞũŋŽėĞÖóÖŭāŭŶŽùƘĕũŋĿ1łėāķðāũėƒĢŶơāũķÖłù RŶÖķŭŋùĢŭóŽŭŭāŭŶĞāķĢĿĢŶÖŶĢŋłŭŋĕłŽùėĢłėÖłù ŋŽŶķĢłāŭóŋĿťķāĿāłŶÖũƘŭŶũÖŶāėĢāŭŶŋĕŋŭŶāũķŋłė ŶāũĿŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘðāĞÖƑĢŋũ Behavior Change in Phases: Levers for Sustainable Tourism Mobility ¦ĞāĞÖŭāmŋùāķŋĕāķĕāėŽķÖŶāùāĞÖƑĢŋũÖķ !ĞÖłėāŭāāDĢėːƒĢŶĞĢŶŭĕŋŽũťĞÖŭāŭŋĕĕāũŭÖ ŭŶũŽóŶŽũāùÖťťũŋÖóĞŶŋŽłùāũŭŶÖłùĢłėÖłùťũŋĿŋŶĢłė ŭĞĢĕŶŭŶŋƒÖũùŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘÖĿðāũė ˑˏː˒Öˑˏː˒ðzĞłĿÖóĞŶāŶÖķˑˏː˖ ŽĢķùĢłėŋłŶĞĢŭĿŋùāķƒāłŋƒāƗťķŋũāóŋłóũāŶā ķāƑāũŭŶĞÖŶóÖłðāÖťťķĢāùƒĢŶĞĢłāÖóĞťĞÖŭāŶŋėŽĢùā ĢłùĢƑĢùŽÖķŭDŽũŶĞāũðƘÖķĢėłĢłėðāĞÖƑĢŋũÖķĢłŶāũ ƑāłŶĢŋłŭƒĢŶĞŶĞāťŭƘóĞŋķŋėĢóÖķŶÖŭĴŭŋĕāÖóĞťĞÖŭā ŶĞāťŋŶāłŶĢÖķĢĿťÖóŶŋĕłŽùėāŭÖłùŋŶĞāũĿāÖŭŽũāŭ óÖłðāĿÖƗĢĿĢơāù Pre-Decision: Building Awareness złāÖťťũŋÖóĞŶŋðŽĢķùĢłėÖėŋÖķĢłŶāłŶĢŋłĢŭŶŋ āŭŶÖðķĢŭĞłŋũĿŭÖłùũÖĢŭāÖƒÖũāłāŭŭŋĕŭŽŭŶÖĢłÖðķā ŶŋŽũĢŭĿĿŋðĢķĢŶƘŋóĢÖķłŋũĿŭÖũāŭĞÖũāùƑÖķŽāŭ óŋłƑāƘāùðƘŭŋóĢāŶƘŶĞÖŶĢłƪŽāłóāðāĞÖƑĢŋũŭðƘ ĢłùĢóÖŶĢłėƒĞÖŶĢŭóŋłŭĢùāũāùũĢėĞŶŋũƒũŋłėıơāł ː˘˘ːĢóóĞĢāũĢͽ'ĢĿÖłŶˑˏˑˑāũŭŋłÖķłŋũĿŭÖłù ĢłŶāũłÖķĢơāùŭŋóĢÖķłŋũĿŭÖũāÖķŭŋķĢłĴāùŶŋťũŋāł ƑĢũŋłĿāłŶÖķðāĞÖƑĢŋũÖĿðāũėāŶÖķˑˏˏ˖ÖĿðāũė ͽmŕŭāũˑˏˏ˖ŶāũłˑˏˏˏĢłŶĞÖŶŶĞāŭŶũŋłėāũ ŶĞāťāũŭŋłÖķłŋũĿŶĞāėũāÖŶāũŶĞāķĢĴāķĢĞŋŋùŶĞÖŶ ŶĞāĢłŶāłŶĢŋłŶŋŽŭāťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋłŶŋũāÖóĞ ÖùāŭŶĢłÖŶĢŋłĕŋũāƗÖĿťķāƒĢķķÖũĢŭā¦ĞāŭŋóĢÖķ łŋũĿŭĞŋŽķùðāŶÖĢķŋũāùŶŋŶĞāŶÖũėāŶėũŋŽťƒĢŶĞ ÖťŋŭŭĢðķāùāŭóũĢťŶĢƑāĿāŭŭÖėāðāĢłėÇťāũóāłŶŋĕ Figure 1:ĞÖŭāmŋùāķŋĕāķĕāėŽķÖŶāùāĞÖƑĢŋũÖķ!ĞÖłėā
Behavioral Approaches for Sustainable Tourism Mobility Jörn Basel et al. 39Behavioral Economics Guide 2025 ťāŋťķāĢłƘŋŽũóĢŶƘŽŭāùťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋłĕŋũ ŶĞāĢũƒāāĴāłùŶũĢťFũÖƑāũŶͽzķŭŭŋł!ŋķķāłŶĢłā ˑˏˑː ¦ÖũėāŶāùĿāÖŭŽũāŭŶŋÖùùũāŭŭłŋũĿŭóŋŽķùĢłóķŽùā • ŋóĢÖķāƑāłŶŭāėŭŽŭŶÖĢłÖðķāŶũÖƑāķóĞÖķ ķāłėāŭÖŶùāŭŶĢłÖŶĢŋłŭ • !ŋĿĿĢŶĿāłŶłŽùėāŭāėťŽðķĢóťķāùėāŭŶŋ ŽŭāŭŽŭŶÖĢłÖðķāĿŋðĢķĢŶƘ • ùƑāũŶĢŭĢłėĕŋóŽŭāùŋłĿŋũÖķƑÖķŽāŭāė āłƑĢũŋłĿāłŶÖķťũŋŶāóŶĢŋł But what does the evidence tell us? Is one nudge enough (see Table 1)? Table 1:1ƑĢùāłóāŋĕRł1ƦāóŶĢƑāłāŭŭĢłŶĞāũā'āóĢŭĢŋłĞÖŭā 1ƑĢùāłóāŋĕ1ƦāóŶĢƑāłāŭŭ 1ƑĢùāłóāŋĕRłāƦāóŶĢƑāłāŭŭ ŶāƦāłāŶÖķˑˏˑ˓ĿŋðĢķĢŶƘŭŶŽùƘĢłDķÖłùāũŭāķėĢŽĿ ùāĿŋłŭŶũÖŶāùŶĞāāƦāóŶĢƑāłāŭŭŋĕŭŋóĢÖķłŋũĿłŽùėāŭ ũāƑāÖķĢłėŶĞāťāũóāłŶÖėāŋĕťŽðķĢóŶũÖłŭťŋũŶÖłùðĢóƘóķā ŽŭāðƘłāĢėĞðŋũŭÖłùùĢŭóķŋŭĢłėŶĞāũāŭŽķŶĢłėāĿĢŭŭĢŋłŭ ŭÖƑĢłėŭ¦ĞāłŽùėāŭķāùŶŋÖłĢłóũāÖŭāĢłŶĞāĢłŶāłŶĢŋłŶŋ ŽŭāðŋŶĞťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋłÖłùÖóŶĢƑāŶũÖƑāķĿŋùāŭ FũÖƑāũŶͽzķŭŭŋł!ŋķķāłŶĢłā ˑˏˑːĿŋðĢķĢŶƘŭŶŽùƘĢłƒāùāł āƗÖĿĢłāùÖŭŋóĢÖķłŋũĿłŽùėā ŭŶÖŶĢłėŶĞÖŶ˖ˑŋĕũāŭĢùāłŶŭ ŽŭāťŽðķĢóŶũÖłŭťŋũŶNŋƒāƑāũ ŶĞĢŭłŽùėāùĢùłŋŶĢłƪŽāłóā ŶĞāóĞŋĢóāŋĕŶũÖłŭťŋũŶĿŋùā Result:pŋũĿłŽùėāŭĿÖƘŋũĿÖƘłŋŶƒŋũĴƒĢŶĞóāũŶÖĢłŶƘóŋłŶāƗŶƒŋũùĢłėÖłùťũāŭāłŶÖŶĢŋłóÖł ĢłƪŽāłóāŶĞāĢũāƦāóŶĢƑāłāŭŭ Pre-Action: Forming an Intention ÖŭāùŋłŶĞā¦ĞāŋũƘŋĕķÖłłāùāĞÖƑĢŋũıơāł ː˘˘ːĿāÖŭŽũāŭŶĞÖŶŶÖũėāŶÖŶŶĢŶŽùāŭÖłùťāũóāĢƑāù ðāĞÖƑĢŋũÖķóŋłŶũŋķÖũāťũŋĿĢŭĢłėĕŋũāłóŋŽũÖėĢłė ðāĞÖƑĢŋũÖķĢłŶāłŶĢŋłŭ ŶŶĢŶŽùāĿāÖŭŽũāŭŶĞāāƑÖķŽÖŶĢŋłŋĕÖŭŭāŭŭĿāłŶ ŋðıāóŶŭāėťāŋťķāŋðıāóŶŭĢùāÖŭĕŋũāƗÖĿťķāŶĞā ŨŽāŭŶĢŋłťāũŶÖĢłĢłėŶŋƒĞāŶĞāũťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋł ĢŭƑĢāƒāùťŋŭĢŶĢƑāķƘāėťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋłĿÖĴāŭ ĿƘŶũĢťŭŶũāŭŭĕũāāŋũłāėÖŶĢƑāķƘāėŶũÖƑāķĢłė ƒĢŶĞķŽėėÖėāŋłťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋłĢŭāƗĞÖŽŭŶĢłė błŋƒķāùėāťķÖƘŭÖłĢĿťŋũŶÖłŶũŋķāĢłŶĞāĕŋũĿÖŶĢŋł ŋĕðāķĢāĕŭÖĿðāũėͽmŕŭāũˑˏˏ˖DŽũŶĞāũĿŋũā ÖŶŶĢŶŽùāŭÖũāĢłƪŽāłóāùðƘóŋĿĿŽłĢóÖŶĢŋłóÖĿ ťÖĢėłŭāŭťāóĢÖķķƘðƘāĿŋŶĢŋłÖķóŋĿĿŽłĢóÖŶĢŋłŶĞÖŶ āƑŋĴāŭťŋŭĢŶĢƑāāėĞÖťťĢłāŭŭƒāķķðāĢłėŶũŽŭŶŋũ łāėÖŶĢƑāĕāāķĢłėŭāėĕāÖũėŽĢķŶƒŋũũƘÖėŋơơĢāŶ Öķː˘˘˘zĞłĿÖóĞŶāŶÖķˑˏː˖ māÖŭŽũāŭŶŋĢłƪŽāłóāÖŶŶĢŶŽùāŭŶŋƒÖũùŭŭŽŭŶÖĢłÖðķā ŶŋŽũĢŭĿĿŋðĢķĢŶƘóŋŽķùĢłóķŽùā • RłĕŋũĿÖŶĢŋłŋłŶĞāťŋŭĢŶĢƑāĢĿťÖóŶŭŋĕðāĞÖƑĢŋũ óĞÖłėāāėŭĿÖũŶťĞŋłāĕāāùðÖóĴŋłóŋŭŶ ŭÖƑĢłėŭÖĕŶāũÖŶũĢťŽŭĢłėťŽðķĢóŶũÖłŭťŋũŶ • 1ĿŋŶĢŋłÖķóŋĿĿŽłĢóÖŶĢŋłŶĞÖŶóŋłƑāƘŭĕāāķĢłėŭ • RĿÖėāóÖĿťÖĢėłŭŶŋāłĞÖłóāŶĞāťŽðķĢóŶũÖłŭ ťŋũŶĢĿÖėāŋũŶŋťũŋĿŋŶāŶĞāŭŽŭŶÖĢłÖðĢķĢŶƘ āƦŋũŶŭŋĕùāŭŶĢłÖŶĢŋłŭ But what does the evidence tell us? Is one nudge enough (see Table 2)? āũóāĢƑāùðāĞÖƑĢŋũÖķóŋłŶũŋķũāĕāũŭŶŋÖťāũŭŋłŭ ŭŽðıāóŶĢƑāÖŭŭāŭŭĿāłŶŋĕŶĞāĢũÖðĢķĢŶƘŶŋťāũĕŋũĿ ÖóāũŶÖĢłðāĞÖƑĢŋũĢłóķŽùĢłėŶĞāłāóāŭŭÖũƘŭĴĢķķŭ ÖðĢķĢŶĢāŭÖłùũāŭŋŽũóāŭóŋłŶũÖùĢóŶĢŋłðāŶƒāāł ťāũóāĢƑāùóŋłŶũŋķÖłùÖŶŶĢŶŽùāóÖłÖũĢŭāĕŋũāƗÖĿťķā ƒĞāłŭŋĿāŋłāĞÖŭÖťŋŭĢŶĢƑāÖŶŶĢŶŽùāŶŋƒÖũùťŽðķĢó ŶũÖłŭťŋũŶÖŶĢŋłðŽŶĢŭŽłÖðķāŶŋĢĿťķāĿāłŶŶĞāùāŭĢũāù ðāĞÖƑĢŋũāėùŽāŶŋāƗóāŭŭĢƑāùĢŭŶÖłóāŶŋŶĞāłāÖũāŭŶ ŭŶŋťıơāłː˘˘ː māÖŭŽũāŭŶŋĢłƪŽāłóāŶĞāťāũóāĢƑāùðāĞÖƑĢŋũÖķ óŋłŶũŋķóŋŽķùĢłóķŽùā • 1óŋłŋĿĢóĢłóāłŶĢƑāŭāėĕũāāŶũÖłŭťŋũŶŶĢóĴāŶŭ • āũƑĢóāĿāÖŭŽũāŭāėťķÖŶĕŋũĿŭóŋĿðĢłĢłė ŭāƑāũÖķŭŽŭŶÖĢłÖðķāĿāÖłŭŋĕŶũÖłŭťŋũŶĢł tourism destinations) • !ŋłƑāłĢāłóāłŽùėāŭāėĢĿťũŋƑāùťķÖóāĿāłŶ ŋĕťŽðķĢóŶũÖłŭťŋũŶĢłĕŋũĿÖŶĢŋłĢłÖťťŭ But what does the evidence tell us? Is one nudge enough (see Table 3)?
Behavioral Approaches for Sustainable Tourism Mobility Jörn Basel et al. 40Behavioral Economics Guide 2025 Table 3:1ƑĢùāłóāŋĕRł1ƦāóŶĢƑāłāŭŭĢłŶĞāũāóŶĢŋłĞÖŭāāũóāĢƑāùāĞÖƑĢŋũÖķ!ŋłŶũŋķ 1ƑĢùāłóāŋĕ1ƦāóŶĢƑāłāŭŭ 1ƑĢùāłóāŋĕRłāƦāóŶĢƑāłāŭŭ Ģėėŭˑˏː˖ĿŋðĢķĢŶƘŭŶŽùƘŽŭāùłŽùėāŭŶŋ ŶāŭŶŶĞāāķĢĿĢłÖŶĢŋłŋĕťÖũĴĢłėŭťÖóāŭÖłùŶĞā ũāùŽóŶĢŋłŋĕóÖũŶũĢťŭÖŶ!ÖķŋķƘłĢƑāũŭĢŶƘŋŶĞ ƩłÖłóĢÖķĢłóāłŶĢƑāŭÖėĢĕŶŋũÖŭŽĿŋĕĿŋłāƘ ÖłùŭŋóĢÖķłŋũĿŭĢłŶĞāĕŋũĿŋĕÖķŶũŽĢŭŶĢóÖķķƘ ėĢƑĢłėŽťÖťÖũĴĢłėŭťÖóāĕŋũŭŋĿāŋłāāķŭā ƒāũāŶāŭŶāù¦ĞāŭŶŽùƘĢùāłŶĢƩāùðŋŶĞƩłÖłóĢÖķ ÖłùŭŋóĢÖķłŽùėāŭÖŭāƦāóŶĢƑāĢłŶĞĢŭũāėÖũù ŶĢóĞāũāŶÖķˑˏˑ˓¦ĞĢŭŭŶŽùƘŶāŭŶāùƩłÖłóĢÖķ ĢłóāłŶĢƑāŭŭťāóĢƩóÖķķƘŶĞāũÖƨĢłėŋĕĿŋðĢķĢŶƘ ƑŋŽóĞāũŭĢłÖóŋĿťāŶĢŶĢŋłÖŶÖƒĢŭŭŽłĢƑāũŭĢŶƘ ŶŋťũŋĿŋŶāŭŽŭŶÖĢłÖðķāĿŋðĢķĢŶƘÖķŶāũłÖŶĢƑāŭ ÖĿŋłėŭŶŽùāłŶŭÖłùāĿťķŋƘāāŭ¦ĞĢŭŭŶŽùƘùĢùłŋŶ ĢùāłŶĢĕƘƩłÖłóĢÖķĢłóāłŶĢƑāŭÖŭðāĢłėāƦāóŶĢƑā Ģėėŭˑˏː˖ķŶĞŋŽėĞŶĞāŭŶŽùƘĕŋŽłùŶĞÖŶ ƩłÖłóĢÖķÖłùŭŋóĢÖķĢłóāłŶĢƑāŭÖũāĢłùĢƑĢùŽÖķķƘ āƦāóŶĢƑāóŋĿðĢłĢłėŶĞāĿƒÖŭĢłāƦāóŶĢƑā ¦ĞĢŭŭĞŋƒŭŶĞÖŶĿŋũāĢłóāłŶĢƑāŭùŋłŋŶ łāóāŭŭÖũĢķƘķāÖùŶŋėũāÖŶāũāƦāóŶĢƑāłāŭŭ Result:¦ĞāŭāƩłùĢłėŭùāĿŋłŭŶũÖŶāŶĞÖŶŶĞāóŋĿðĢłÖŶĢŋłŋĕłŽùėāŭùŋāŭłŋŶłāóāŭŭÖũĢķƘĢłóũāÖŭā āƦāóŶĢƑāłāŭŭÖłùŶĞÖŶóŋĿðĢłÖŶĢŋłŭŋĕĢłŶāũƑāłŶĢŋłŭłāāùŶŋðāŶāŭŶāùÖłùƒāķķóŋŋũùĢłÖŶāù Action: Implementing Behavior ¦ĞāŶũÖłŭĢŶĢŋłĕũŋĿŶĞāťũāÖóŶĢŋłťĞÖŭāŶŋŶĞāÖóŶĢŋł ťĞÖŭāĢŭĿÖũĴāùðƘŶĞāĕŋũĿÖŶĢŋłŋĕÖłĢĿťķāĿāłŶÖŶĢŋł ĢłŶāłŶĢŋłƒĞĢóĞóÖłðāŽłùāũŭŶŋŋùÖŭÖóŋłóũāŶāĢĕ ŶĞāłťķÖłFŋķķƒĢŶơāũː˘˘˘¦ĞĢŭÖťťũŋÖóĞŭťāóĢƩāŭ ƒĞāłƒĞāũāÖłùĞŋƒÖðāĞÖƑĢŋũƒĢķķðāóÖũũĢāùŋŽŶ ĕŋũāƗÖĿťķāzłĿƘłāƗŶŶũĢťŶŋŶĞāƒĢŭŭĿŋŽłŶÖĢłŭR ƒĢķķŽŭāťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋłĢłŭŶāÖùŋĕŽŭĢłėĿƘóÖũ NŋƒāƑāũùĢƧóŽķŶĢāŭĢłÖóŶĢŋłťķÖłłĢłėāėĿŋŶĢ ƑÖŶĢŋłŋũĢĿťķāĿāłŶÖŶĢŋłťũŋðķāĿŭĿÖƘÖũĢŭāÖłùłāāù ŶŋðāÖùùũāŭŭāùŶũÖŶāėĢāŭĢłŶĞĢŭóÖŭāóŋŽķùĢłóķŽùā ĢĿťÖũŶĢłėťũŋóāùŽũÖķĴłŋƒķāùėāŭāŶŶĢłėėŋÖķŭŋũ ėŽĢùĢłėóŋłŭŽĿāũŭŶĞũŋŽėĞóĞŋĢóāÖũóĞĢŶāóŶŽũāÖłù ùāĕÖŽķŶŋťŶĢŋłŭ Table 2:1ƑĢùāłóāŋĕRł1ƦāóŶĢƑāłāŭŭĢłŶĞāũāóŶĢŋłĞÖŭāŶŶĢŶŽùā 1ƑĢùāłóāŋĕ1ƦāóŶĢƑāłāŭŭ 1ƑĢùāłóāŋĕRłāƦāóŶĢƑāłāŭŭ ũÖƑĢłùāŶÖķˑˏˑ˓ ĿŋðĢķĢŶƘŭŶŽùƘĢł¦āłłāŭŭāā ŶāŭŶāùƑÖũĢŋŽŭŶƘťāŭŋĕ łŽùėāŭĢłóķŽùĢłėāĿŋŶĢŋłÖķ łŽùėāŭŶŋťũŋĿŋŶāŶĞāŽŭā ŋĕťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋł ¦ĞāƘŽŭāùŭĿĢķāƘŭÖłù óŋķŋũŭóĞāĿāŭŶŋóŋłƑāƘ ĢłĕŋũĿÖŶĢŋłĢłÖłāĿŋŶĢŋłÖķ ƒÖƘũāŭŽķŶĢłėĢłÖłĢłóũāÖŭā ĢłŶĞāķĢĴāķĢĞŋŋùŋĕóĞŋŋŭĢłė ťŽðķĢóŶũÖłŭťŋũŶÖŶĢŋł 'ŋķłĢóÖũͽ'āĿāŶāũˑˏˑ˓ķĢŶāũÖŶŽũāũāƑĢāƒŋłŶĞāāƦāóŶĢƑāłāŭŭŋĕ łŽùėāŭĢłŶŋŽũĢŭĿŶŋĢłƪŽāłóāÖŶŶĢŶŽùāóĞÖłėāóŋłóķŽùāùŶĞÖŶłŽùėāŭ ŋĕŶāłĕÖĢķĢłŶĞĢŭũāėÖũùŋŭŭĢðķāũāÖŭŋłŭĢłóķŽùāùŶŋŽũĢŭŶŭŋĕŶāłłŋŶ łŋŶĢóĢłėŶĞāłŽùėāŭłŋŶťũŋóāŭŭĢłėŶĞāĿāŭŭÖėāŭóŋėłĢŶĢƑāķƘŋũłŋŶ óĞÖłėĢłėŶĞāĢũÖŶŶĢŶŽùāŭðÖŭāùŋłŶĞāĿāŭŭÖėā dŽėāũÖơĢłėāũāŶÖķˑˏˑ˒ĕŋũĿāũāĞÖƑĢŋũÖķ1óŋłŋĿĢóŭFŽĢùā ÖũŶĢóķāāƑÖķŽÖŶāùƑÖũĢŋŽŭŶāóĞłĢŨŽāŭĕŋũóĞÖłėĢłėðāĞÖƑĢŋũŶĞÖŶÖũā ŽŭāùĢłĿŋðĢķĢŶƘÖťťŭĢłóķŽùĢłėŶĞāùĢŭŭāĿĢłÖŶĢŋłŋĕĢłĕŋũĿÖŶĢŋł ¦ĞāÖŽŶĞŋũŭóŋłóķŽùāùŶĞÖŶĿŋũāŶĞÖłĞÖķĕŋĕŶĞāÖťťŭāƗÖĿĢłāù ŽŭāùĿāÖŭŽũāŭŶŋĢłƪŽāłóāÖŶŶĢŶŽùāŭðŽŶÖóóŋũùĢłėŶŋāĿāłŭóŽŭ āŶÖķˑˏˑˏŶĞāƘóŋŽķùłŋŶðāóķÖŭŭĢƩāùÖŭāƦāóŶĢƑāŶāóĞłĢŨŽāŭ Result:!ŋėłĢŶĢƑāłŽùėāŭÖķŋłāŭŽóĞÖŭťũŋƑĢùĢłėĢłĕŋũĿÖŶĢŋłÖťťāÖũĢłŭŽƧóĢāłŶĕŋũóĞÖłėĢłė attitudes.
Behavioral Approaches for Sustainable Tourism Mobility Jörn Basel et al. 41Behavioral Economics Guide 2025 ŋŭŭĢðķāĿāÖŭŽũāŭĢłóķŽùā • RłĕŋũĿÖŶĢŋłðũŋóĞŽũāŭāėŋłťŽðķĢóŶũÖłŭťŋũŶ use at tourism destinations) • 'āĕÖŽķŶŭāŶŶĢłėāėťŽðķĢóŶũÖłŭťŋũŶÖŭŶĞā ĿÖĢłĿāÖłŋĕŶũÖłŭťŋũŶÖŶĢŋłĢłũŋŽŶĢłė ÖťťķĢóÖŶĢŋłŭ • āŶŶĢłė ũāĕāũāłóā ťŋĢłŶŭ ðƘ ŶĞā óŋĿĿ ŽłĢŶƘāėũāùŽóĢłėóÖũðŋłāĿĢŭŭĢŋłŭðƘÇ But what does the evidence tell us? Is one nudge enough (see Table 4)? Table 4:1ƑĢùāłóāŋĕRł1ƦāóŶĢƑāłāŭŭĢłŶĞāóŶĢŋłĞÖŭā 1ƑĢùāłóāŋĕ1ƦāóŶĢƑāłāŭŭ 1ƑĢùāłóāŋĕRłāƦāóŶĢƑāłāŭŭ łÖėłŋŭŶŋťŋŽķŋŽāŶÖķˑˏː˗ķĢŶāũÖŶŽũā ũāƑĢāƒāƗÖĿĢłāù˓˓ÖũŶĢóķāŭŶāŭŶĢłė ťāũŭŽÖŭĢƑāĿŋðĢķĢŶƘÖťťķĢóÖŶĢŋłŭŶŋťũŋĿŋŶā ŭŽŭŶÖĢłÖðķāĿŋðĢķĢŶƘðāĞÖƑĢŋũłùāũÖ ŶĞĢũùŋĕŶĞāŭāÖťťķĢóÖŶĢŋłŭŽŭāùėŋÖķ ŭāŶŶĢłėÖŭÖðāĞÖƑĢŋũÖķóĞÖłėāŶāóĞłĢŨŽā ƒĞĢóЃÖŭĢùāłŶĢƩāùÖŭāƦāóŶĢƑā ũłŋŶŶāŶÖķˑˏː˓ĿāŶÖÖłÖķƘŭĢŭāƗÖĿĢłāùː˒ ŭŶŽùĢāŭĢłƑāŭŶĢėÖŶĢłėŶĞāāƦāóŶĢƑāłāŭŭŋĕðāĞÖƑĢŋũÖķ ĢłŶāũƑāłŶĢŋłŭŶŋĢłóũāÖŭāŭŽŭŶÖĢłÖðķāĿŋðĢķĢŶƘ ÖķŶāũłÖŶĢƑāŭmŋŭŶŋĕŶĞāŭŶŽùĢāŭÖķŭŋĢłóķŽùāù ĿāÖŭŽũāŭĕŋũÖóŶĢŋłťķÖłłĢłėŋũŶĞāŶũÖłŭĕāũŋĕ ťũŋóāùŽũÖķĴłŋƒķāùėā¦ĞāĿāŶÖÖłÖķƘŭĢŭĕŋŽłùłŋ ŭĢėłĢƩóÖłŶāƦāóŶĢƑāłāŭŭŋĕŶĞāŭāĢłŶāũƑāłŶĢŋłŭ Result: ¦ĞāāƦāóŶĢƑāłāŭŭŋĕłŽùėāŭùāťāłùŭŋłƑÖũĢŋŽŭóŋĿťŋłāłŶŭāėÖŶāóĞłĢóÖķķƘŭŶĢĿŽķÖŶĢłė ŽŭāũĕũĢāłùķƘÖłùÖťťũŋťũĢÖŶāķƘóŋĿðĢłāùĢĿťķāĿāłŶÖŶĢŋłŋĕĢłŶāũƑāłŶĢŋłŭóÖłðŋŋŭŶāƦāóŶĢƑāłāŭŭ !ÖŭāŶŽùƘ1łėāķðāũėƒĢŶơāũķÖłù DŋũāłƑĢũŋłĿāłŶÖķķƘĕũĢāłùķƘóÖĿťÖĢėłŭĢŶĢŭ óũŽóĢÖķłŋŶŶŋťũāÖóĞŶŋŶĞāóŋłƑāũŶāùÖŭŶĞĢŭóÖł ĞÖƑāÖłĢķķŽŭŋũƘāƦāóŶŭĢłóāĢŶùŋāŭłŋŶķāÖùŶŋÖłƘ ũāÖķóĞÖłėāĢłÖŶŶĢŶŽùāŭŋũðāĞÖƑĢŋũRŶŶĞāũāĕŋũā ŭāāĿŭŭāłŭĢðķāŶŋŭŶÖũŶƒĞāũāŶĞāũāĢŭŶĞāėũāÖŶāŭŶ ťŋŶāłŶĢÖķĕŋũðāĞÖƑĢŋũÖķóĞÖłėā RłŶĞāĢũŭŶŽùƘbŋũĿŋŭāŶÖķˑˏˑˏŭāķāóŶĢƑāķƘ ĢłŶāėũÖŶāùðāĞÖƑĢŋũėŽĢùĢłėùāŭĢėłāķāĿāłŶŭŭŽóĞÖŭ ũāĕāũāłóāŭŶŋŭŋóĢÖķłŋũĿŭŋũÖũāùŽóŶĢŋłŋĕÖĿðĢėŽĢŶƘ ĢłŶŋťŋŭŶóÖũùŭƒĢŶĞŶĞāÖĢĿŋĕĢĿťũŋƑĢłėķÖłùŽŭā ðāŶƒāāłķÖłùŋƒłāũŭÖłùŶāłÖłŶŭĢłŶĞā!ÖłÖùĢÖł ťũŋƑĢłóāŋĕũĢŶĢŭĞ!ŋķŽĿðĢÖRłÖŭĢĿĢķÖũƒÖƘŶĞĢŭ ŭŶŽùƘÖĢĿāùŶŋŽŭāłŽùėāŭŶŋāłóŋŽũÖėāťāŋťķāƒĞŋ ĞÖùŶũÖƑāķāùŶŋŶĞāùāŭŶĢłÖŶĢŋłðƘóÖũŶŋŽŭāťŽðķĢó ŶũÖłŭťŋũŶŋłŶĞāĢũłāƗŶƑĢŭĢŶŶŋ1łėāķðāũėÖŭāķāŶ Öķˑˏˑ˒ŭÖłĢłùāťāłùāłŶƑÖũĢÖðķāƩƑāùĢƦāũāłŶ ťŋŭŶóÖũùùāŭĢėłŭƒāũāóũāÖŶāùÖłùĢłāÖóĞŋĕƒĞĢóĞ ŋłāŋũĿŋũāłŽùėāŭƒāũāĢłŶāėũÖŶāù ː ķÖóāðŋťŋŭŶóÖũùťĢóŶŽũāŋĕÖŶũÖĢłıŋŽũłāƘ ŭŶÖŶĢłėIt’s worth traveling by train ƒ ĢŶĞŋŽŶ ÖùùĢŶĢŋłÖķĢłĕŋũĿÖŶĢŋłŭāāDĢėˑÖ ˑ RłĕŋũĿÖŶĢŋłÖðŋŽŶóÖũðŋłŭÖƑĢłėŭðƘŶũÖƑāķĢłė ðƘťŽðķĢóŶũÖłŭťŋũŶIt’s worth traveling by train. Figure 2: ŋŭŶóÖũùĕũŋłŶùāŭĢėłāƗÖĿťķāŭ
Behavioral Approaches for Sustainable Tourism Mobility Jörn Basel et al. 42Behavioral Economics Guide 2025 For the environment!āāDĢėˑð ˒ RłĕŋũĿÖŶĢŋłÖðŋŽŶŭÖƑĢłėŋłťÖũĴĢłėĕāāŭŶŋ ÖóŶĢƑÖŶāķŋŭŭÖƑāũŭĢŋłIt’s worth traveling by train. For the environment and for you. It’s better ŶŋĢłƑāŭŶŶĞāťÖũĴĢłėĕāāĢłóŋƦāāÖłùóũŋĢŭŭÖłŶŭ ˓ ŶÖŶāĿāłŶ ĕũŋĿ Öł ŋŽŶùŋŋũ ĢłĕķŽāłóāũ óŋĿĿŽłĢóÖŶĢłėÖŭŋóĢÖķłŋũĿWe have a responsibility to ensure that our travel behavior is environmentally friendly ˔ ķķŶĞāÖðŋƑāĢłĕŋũĿÖŶĢŋłŶŋėāŶĞāũóÖũðŋł ŭÖƑĢłėŭÖƑĢłėŋłŶĞāťÖũĴĢłėĕāāÖłùũāĕāũāłóā to the social norm). ÂĢŶĞŶĞāŭŽťťŋũŶŋĕŶĞāpFzProtect Our Winters SwitzerlandzÂ˓ˏˏˏóÖũùŭĢłŶŋŶÖķƒāũāũÖłùŋĿķƘ ùĢŭŶũĢðŽŶāùŶŋĿŋŶŋũĢŭŶŭùāťÖũŶĢłėŶĞāƒĢŭŭŶŋŽũĢŭŶ ùāŭŶĢłÖŶĢŋł1łėāķðāũėÖŶŶĞāŭŶÖũŶŋĕŶĞāˑˏˑˑƒĢłŶāũ ŭāÖŭŋłŭāāDĢė˒ŋĕƒĞĢóĞÖũŋŽłùːːƒāũāŭŋķŋ ŶũÖƑāķāũŭ˕˕ƒĢŶĞĕÖĿĢķƘĿāĿðāũŭˑˏƒĢŶĞ ĕũĢāłùŭÖłùŶĞāũāĿÖĢłĢłė˒ƒĢŶĞóÖũťŋŋķŭRł ÖùùĢŶĢŋłŶŋŶĞāóŋũũāŭťŋłùĢłėłŽùėāŶĞāóÖũùũĢƑāũŭ ƒāũāŋƦāũāùŶĞāāŨŽĢƑÖķāłŶŋĕÖŭĿÖķķŭłÖóĴóŋƦāā ÖłùóũŋĢŭŭÖłŶŋłŶĞāĢũũāŶŽũłıŋŽũłāƘðƘťŽðķĢó ŶũÖłŭťŋũŶÖŭÖŭĿÖķķÖùùĢŶĢŋłÖķĢłóāłŶĢƑāĞĢėĞķĢėĞŶāù ŋłŶĞāðÖóĴŭĢùāŋĕŶĞāťŋŭŶóÖũù NŋƒāƑāũŶĞāũāŭťŋłŭāũÖŶāƒÖŭĿÖũėĢłÖķÖłùŋłķƘ ÖũŋŽłùŶƒŋĞÖłùĕŽķŭŋĕóÖũùŭƒāũāũāùāāĿāù¦Ğā ĞƘťŋŶĞāŭĢŭŶĞÖŶóÖũùŭƒĢŶĞÖłŽùėāĿāŭŭÖėāŭĞŋŽķù ťũŋƑāŶŋðāāƦāóŶĢƑāāŭťāóĢÖķķƘĢłóŋĿťÖũĢŭŋłƒĢŶĞ ŶĞāóÖũùƒĢŶĞŋŽŶÖłāƗťķĢóĢŶĿāŭŭÖėāóŋŽķùłŋŶðā óŋłƩũĿāù¦ĞāłŽùėĢłėŽŭāùƒÖŭłŋŶÖðķāŶŋĢłĢŶĢÖŶā ÖùĢũāóŶŭƒĢŶóĞĕũŋĿŶĞāóÖũŶŋťŽðķĢóŶũÖłŭťŋũŶŭĢłė ÖóŋùāŋũťũāŭŶÖĿťāùŋłŶĞāðÖóĴŭĢùāŋĕŶĞā ťŋŭŶóÖũùĞŋƒāƑāũťÖũŶĢóĢťÖłŶŭóŋŽķùÖķŭŋŶÖĴāťÖũŶ ĢłÖŭĞŋũŶŭŽũƑāƘÖłùƒĢłÖłÖłłŽÖķťÖŭŭŶŋ1łėāķðāũė ŶŋŶÖķŋĕˑ˗ˑťŋŭŶóÖũùŭƒāũāũāŶŽũłāùðƘťŋŭŶÖłù ː˖˖ŋłķĢłāŨŽāŭŶĢŋłłÖĢũāŭƒāũāóŋĿťķāŶāùĢłĕŽķķ ¦ĞāũāŭŽķŶŭŋĕŶĞĢŭŭŽũƑāƘŭĞŋƒāùƒĞƘÖłŽùėāƒÖŭ ÖťťÖũāłŶķƘłŋŶāłŋŽėĞĢłŶĞĢŭóŋłŶāƗŶmÖłƘŶŋŽũĢŭŶŭ óŋłŶĢłŽāŶŋťũāĕāũóÖũŭðāóÖŽŭāŋĕóŋĿĕŋũŶƪāƗĢðĢķĢŶƘ ÖłùķŽėėÖėāŶũÖłŭťŋũŶÖŶĢŋł¦ĞāŭāĕÖóŶŋũŭÖũāŶĞā ŭŶũŋłėāŭŶťũāùĢóŶŋũŭŋĕŭŽŭŶÖĢłÖðķāŶũÖłŭťŋũŶÖŶĢŋł óĞŋĢóāŭŭŋŶÖũėāŶāùĿāÖŭŽũāŭŭŽóĞÖŭĢĿťũŋƑāù ťŽðķĢóŶũÖłŭťŋũŶóŋłłāóŶĢŋłŭķŽėėÖėāŶũÖłŭťŋũŶ ŭāũƑĢóāŭÖłùÖŶŶũÖóŶĢƑāÖķŶāũłÖŶĢƑāŭÖũāłāāùāù RłĕũÖŭŶũŽóŶŽũāĢĿťũŋƑāĿāłŶŭÖłùóŋĿðĢłāùĿāÖŭŽũāŭ ŋĕĢłóāłŶĢƑāŭĢłĕŋũĿÖŶĢŋłÖłùĿŋðĢķĢŶƘŭŋķŽŶĢŋłŭ ÖũāĿŋũāťũŋĿĢŭĢłėŶĞÖłťŽũāłŽùėĢłėóÖĿťÖĢėłŭ Post-Action: Forming a Habit ¦ĞāėŋÖķŋĕŶĞāĞÖðĢŶťĞÖŭāĢŭŶŋĿÖĢłŶÖĢłÖłù ĢłŶāũłÖķĢơāŶĞāłāƒðāĞÖƑĢŋũ¦ŋāŭŶÖðķĢŭĞÖłāƒ ũŋŽŶĢłāĢŶĢŭóũŽóĢÖķŶŋÖƑŋĢùŭāŶðÖóĴŭāėũāŶŽũł ĢłėŶŋùũĢƑĢłėĢłŶĞāƒĢŭŭĿŋŽłŶÖĢłŭ'āŭťĢŶā ƩũĿĢłŶāłŶĢŋłŭŶŋĢĿťķāĿāłŶóĞÖłėāķŋłėŶāũĿ ðāĞÖƑĢŋũÖķóĞÖłėāóÖłðāùĢŭũŽťŶāùðƘùĢŭŶũÖóŶĢŋłŭ ŋķùĞÖðĢŶŭŋũóŋłƪĢóŶĢłėėŋÖķŭFŋķķƒĢŶơāũː˘˘˘ DāāùðÖóĴĿāóĞÖłĢŭĿŭóÖłðāÖťŋŭŭĢðķāƒÖƘŶŋ ťũāƑāłŶĕÖķķĢłėðÖóĴĢłŶŋŋķùťÖŶŶāũłŭðũÖĞÖĿŭā āŶÖķˑˏˏ˔mó!ÖķķāƘͽmĢùùāłˑˏˏˑ 1ƗÖĿťķāŭŋĕĕāāùðÖóĴĿāóĞÖłĢŭĿŭĢłóķŽùā • FÖĿĢĕĢóÖŶĢŋłāėÖťťðÖŭāùĕāāùðÖóĴŋł óÖũðŋłŭÖƑĢłėŭ • ¦ĞÖłĴƘŋŽmāėĕũŋĿŶũÖłŭťŋũŶóŋĿťÖłĢāŭ ÖĕŶāũŽŭĢłėťŽðķĢóŶũÖłŭťŋũŶ Figure 3:'ĢŭŶũĢðŽŶĢŋłťũŋóāùŽũāÖŶŶĞāŶĞũāāťÖũĴĢłėķŋŶŭĢłŶĞāùāŭŶĢłÖŶĢŋł1łėāķðāũėƒĢŶơāũķÖłù
Behavioral Approaches for Sustainable Tourism Mobility Jörn Basel et al. 43Behavioral Economics Guide 2025 • āĿĢłùāũŭāėĕũŋĿŶũÖłŭťŋũŶóŋĿťÖłĢāŭ ŋũķŋóÖķÖŽŶĞŋũĢŶĢāŭŶŋŽŭāťŽðķĢóŶũÖłŭťŋũŶ But what does the evidence tell us? Is one nudge enough (see Table 5)? Beyond Nudging: Why One Nudge Is Not Enough ¦ĞāóŋłóāťŶŋĕłŽùėĢłėŭŋŽłùŭťũŋĿĢŭĢłė ƒĢŶĞŭŋĿāŭŶŽùĢāŭŭŽťťŋũŶĢłėŶĞāłŋŶĢŋłŶĞÖŶĢŶ Table 5:1ƑĢùāłóāŋĕRł1ƦāóŶĢƑāłāŭŭĢłŶĞāŋŭŶóŶĢŋłĞÖŭā 1ƑĢùāłóāŋĕ1ƦāóŶĢƑāłāŭŭ 1ƑĢùāłóāŋĕRłāƦāóŶĢƑāłāŭŭ āĿāłŭóŽāŶÖķˑˏˑˏĿāŶÖÖłÖķƘŭĢŭ āƑÖķŽÖŶāùłŽùėāŭÖĢĿāùÖŶũāùŽóĢłėóÖũ ŶũÖƧóƩłùĢłėŶĞÖŶťũŋƑĢùĢłėĕāāùðÖóĴ ŋłĢłùĢƑĢùŽÖķĿŋðĢķĢŶƘðāĞÖƑĢŋũĢŭ ŶĞāĿŋŭŶāƦāóŶĢƑāƒÖƘŶŋĢłƪŽāłóā ŶĞāóĞŋĢóāŋĕŶũÖłŭťŋũŶĿŋùā FũāāłāāŶÖķˑˏˑ˓ĿāŶÖÖłÖķƘŭĢŭĢłŶĞāŶŋŽũĢŭĿ ŭāóŶŋũāƑÖķŽÖŶāùĿāÖŭŽũāŭÖĢĿāùÖŶóĞÖłėĢłė ðāĞÖƑĢŋũƒĢŶĞŶĞāėŋÖķŋĕťũŋĿŋŶĢłėŭŽŭŶÖĢłÖðķā ŶũÖƑāķðāĞÖƑĢŋũÁÖũĢŋŽŭłŽùėĢłėĿāÖŭŽũāŭƒāũā āƗÖĿĢłāùĢłóķŽùĢłėťāłÖķŶĢāŭÖŭÖĕŋũĿŋĕłāėÖŶĢƑā ĕāāùðÖóĴ!ŋĿťÖũāùŶŋŶĞāŋŶĞāũĿāÖŭŽũāŭŶāŭŶāù ťāłÖķŶĢāŭťũŋƑāùŶŋðāŋłķƘťÖũŶĢÖķķƘāƦāóŶĢƑā Result:DāāùðÖóĴóÖłðāÖłāƦāóŶĢƑāłŽùėĢłėŶāóĞłĢŨŽāðŽŶĢŶŭĞŋŽķùðāóŋłŭŶũŽóŶĢƑāðāóÖŽŭā ťŽłĢŭĞĿāłŶÖŭÖĕŋũĿŋĕłāėÖŶĢƑāĕāāùðÖóĴùŋāŭłŋŶƒŋũĴŶŋťũŋĿŋŶāŭŽŭŶÖĢłÖðķāŶũÖƑāķðāĞÖƑĢŋũ óŋŽķùťũŋĿŋŶāŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘĢł óāũŶÖĢłóÖŭāŭNŋƒāƑāũŶĞĢŭÖũŶĢóķāÖķŭŋŭĞŋƒŭŶĞÖŶ łŽùėĢłėĞÖŭĢŶŭķĢĿĢŶÖŶĢŋłŭŭāā¦Öðķā˕ŶĞāũāðƘ ũÖĢŭĢłėŶĞāŨŽāŭŶĢŋłÖŭŶŋĞŋƒŶĞāŭāðŋŽłùÖũĢāŭ óÖłðāŋƑāũóŋĿā Conclusion ¦ĞĢŭÖũŶĢóķāóũĢŶĢóÖķķƘāƗÖĿĢłāùŶĞāťŋŶāłŶĢÖķŭÖłù ķĢĿĢŶÖŶĢŋłŭŋĕłŽùėĢłėŶŋŭŶāāũŶũÖƑāķāũŭŶŋƒÖũùŭĿŋũā ŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘÖłùŶĞŽŭóŋĿťķāĿāłŶŭ āƗĢŭŶĢłėũāƑĢāƒŭŶĞÖŶùāÖķƒĢŶĞŶĞāĿŋũāėāłāũÖķ āƦāóŶĢƑāłāŭŭŋĕłŽùėĢłėNŽĿĿāķͽmÖāùóĞāˑˏː˘ māũŶāłŭāŶÖķˑˏˑˑpŽùėĢłėóÖłťũŋƑĢùāĢĿťŽķŭāŭ ĕŋũŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿĿŋðĢķĢŶƘĢĕóāũŶÖĢłũŽķāŭĕŋũ ŶĞāāƦāóŶĢƑāùāŭĢėłÖłùùĢŭŶũĢðŽŶĢŋłŋĕłŽùėāŭÖũā ŋðŭāũƑāùpŋƒÖĴˑˏˑ˔ŶŶĞāŭÖĿāŶĢĿāĢĕóāũŶÖĢł ũŽķāŭÖũāłŋŶĕŋķķŋƒāùŶĞāāƦāóŶĢƑāłāŭŭŋĕłŽùėāŭ is limited. RŭŋķÖŶāùłŽùėāŭÖķŋłāùŋłŋŶÖťťāÖũŶŋðāŭŽĕ ĕĢóĢāłŶŶŋÖóĞĢāƑāķŋłėŶāũĿðāĞÖƑĢŋũÖķóĞÖłėāŭ ðŽŶóÖłũÖŶĞāũðāŽŭāùÖŭŭĞŋũŶŶāũĿóŋłŶũŋķķĢłė ŋũŭŽťťŋũŶĢłėĿāÖŭŽũāŭRƗĿāĢāũͽbũÖłơˑˏˑ˓ ¦ĞŽŭŶĞāāƦāóŶĢƑāłāŭŭŋĕłŽùėāŭóÖłðāťÖũŶĢóŽķÖũķƘ ùāƑāķŋťāùðƘŽŭĢłėŶĞāĿÖŭÖŭŽťťķāĿāłŶŶŋťŋķĢŶĢóÖķ ũāėŽķÖŶŋũƘŋũāóŋłŋĿĢóĿāÖŭŽũāŭpāƑāũŶĞāķāŭŭ óķāÖũũāóŋĿĿāłùÖŶĢŋłŭĕŋũÖóŶĢŋłóÖłðāùāũĢƑāù ĕũŋĿŶĞāŭāĞāŶāũŋėāłĢóƩłùĢłėŭ • DŋũťŋķĢóƘĿÖĴāũŭŶĞāũāķāƑÖłóāŋĕùāƑāķŋťĢłė ĞƘðũĢùÖťťũŋÖóĞāŭŶĞÖŶóŋĿðĢłāłŽùėĢłėƒĢŶĞ ũāėŽķÖŶŋũƘĢłĕũÖŭŶũŽóŶŽũÖķÖłùāóŋłŋĿĢó ĿāÖŭŽũāŭĢŭðāóŋĿĢłėóķāÖũ • DŋũóŋĿťÖłĢāŭÖłùùāŭŶĢłÖŶĢŋłŭŶĞāùāƑāķ ŋťĿāłŶŋĕÖłùĢłƑāŭŶĿāłŶĢłðāĞÖƑĢŋũðÖŭāù łŽùėāŭŭŽóĞÖŭùāĕÖŽķŶŭÖłùóĞŋĢóāÖũóĞĢŶāó ŶŽũāĢŭťÖũŶĢóŽķÖũķƘťũŋĿĢŭĢłėĕŋũĢłƪŽāłóĢłė ŶĞāðāĞÖƑĢŋũŋĕŶĞāĢũėŽāŭŶŭÖłùóŽŭŶŋĿāũŭ • For research, more studies are needed on the óŋĿðĢłÖŶĢŋłŋĕłŽùėāŭŋũƒĢŶĞŭŶũŽóŶŽũÖķ ĿāÖŭŽũāŭÖŭƒāķķÖŭŋłŶĞāķŋłėŶāũĿāƦāóŶŭ ŋĕłŽùėĢłėRłÖùùĢŶĢŋłŋĕóŋŽũŭāŶĞāũāĢŭ ÖķŭŋÖłāāùĕŋũťŽðķĢóÖŶĢŋłŋťŶĢŋłŭƒĞāũā ĕÖĢķāùłŽùėĢłėĢłŶāũƑāłŶĢŋłŭóÖłðāũāťŋũŶāù āāũĿÖłłāŶÖķˑˏˑ˓mÖĢāũāŶÖķˑˏˑˑ dŋŋĴĢłėÖŶŭŶŽùĢāŭŶĞÖŶĞÖƑāðāāłÖðķāŶŋùŋóŽĿāłŶ āƦāóŶĢƑāłŽùėĢłėŋłāóÖłÖķŭŋŭāāŶĞāėũāÖŶťŋŶāłŶĢÖķ ŶĞÖŶóÖłðāÖŭŭŽĿāùĢłÖŭŶũŋłėāũŶāóĞłŋķŋėĢóÖķ ĕŋóŽŭ¦ĞŋŭāŶāóĞłŽùėāŭŋƦāũŶĞāťŋŶāłŶĢÖķŶŋ ĕŋķķŋƒŶĞāũŽķāŭĢùāłŶĢƩāùĢłŶĞĢŭÖũŶĢóķāĕŋũāƗÖĿťķā ŶĞāƘóÖłðāŽŭāùĢłÖóŋłŶāƗŶŭāłŭĢŶĢƑāÖłùŶÖũėāŶ ėũŋŽťŭťāóĢƩóƒÖƘƑÖũĢŋŽŭłŽùėāŭóÖłðāāÖŭĢķƘ ÖłùóŋŭŶāƦāóŶĢƑāķƘðŽłùķāùÖłùóŋėłĢŶĢƑāłŽùėāŭ ÖŭƒāķķÖŭùāĕÖŽķŶłŽùėāŭóÖłðāāÖŭĢķƘóŋĿðĢłāù DŋũāƗÖĿťķāÖťťŭĕŋũũŋŽŶāťķÖłłĢłėóÖłĞĢėĞķĢėĞŶ ŭŽŭŶÖĢłÖðķāŶũÖƑāķŋťŶĢŋłŭðƘùāĕÖŽķŶŶĞŽŭÖƑŋĢùĢłė óĞŋĢóāŋƑāũķŋÖùÖłùĕÖóĢķĢŶÖŶĢłėùāóĢŭĢŋłĿÖĴĢłėðƘ ťũŋƑĢùĢłėÖŭŽĢŶÖðķāŭāķāóŶĢŋłŋĕŶũÖƑāķŋťŶĢŋłŭRłŶĞĢŭ
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Behavioral Approaches for Sustainable Tourism Mobility Jörn Basel et al. 45 óŋłŶāƗŶŶĞāťŋŶāłŶĢÖķŋĕŶĞāŶÖũėāŶāùĢłŶāėũÖŶĢŋłŋĕ ÖũŶĢƩóĢÖķĢłŶāķķĢėāłóāƒĞĢóĞĕŋũāƗÖĿťķāĞāķťŭŶŋ ùĢŭťķÖƘťāũŭŋłÖķĢơāùũŋŽŶāŭŽėėāŭŶĢŋłŭŋũėāłāũÖŶā ÖŽŶŋĿÖŶāùťŽŭĞłŋŶĢƩóÖŶĢŋłŭÖðŋŽŶóÖũðŋłŭÖƑĢłėŭ ŭĞŋŽķùłŋŶðāŽłùāũāŭŶĢĿÖŶāùłŋŶĞāũťũŋĿĢŭĢłė ÖťťũŋÖóĞĢłðāĞÖƑĢŋũÖķóĞÖłėāóÖłÖķŭŋðāĕŋŽłùĢł āùŽóÖŶĢŋłÖķŭŶũÖŶāėĢāŭNāũơŋėÖłùNāũŶƒĢėˑˏː˖ ˑˏˑ˔ ťŽðķĢó ŋĕĕĢóĢÖķŭ ĞÖƑā ŭĞŋƒł Ö ėũŋƒĢłė ĢłŶāũāŭŶ Ģł ŽŭĢłė āƑĢùāłóā ĕũŋĿ ŶĞā ðāĞÖƑĢŋũÖķ ŭóĢāłóāŭ Ŷŋ ťũŋĿŋŶā ťŋķĢóƘ ėŋÖķŭ mŽóĞ ŋĕ ŶĞā ùĢŭóŽŭŭĢŋł ŋĕ ðāĞÖƑĢŋũÖķķƘ ĢłĕŋũĿāù ÖťťũŋÖóĞāŭ ĞÖŭ ĕŋóŽŭāù ŋł łŽùėāŭ ŶĞÖŶ Ģŭ łŋłĕĢŭóÖķ Öłù łŋłũāėŽķÖŶŋũƘ ĢłŶāũƑāłŶĢŋłŭ ŶĞÖŶ ŭŶāāũ łŽùėā ŭŽėėāŭŶÖŶāóĞłĢŨŽāóÖķķāùðŋŋŭŶĢłėƒĞĢóĞÖĢĿŭŶŋ āłĞÖłóā ĢłùĢƑĢùŽÖķŭ Ĵłŋƒķāùėā Öłù óŋĿťāŶāłóāŭ āłÖðķĢłė ŶĞāĿ Ŷŋ ĿÖĴā ĢłĕŋũĿāù ùāóĢŭĢŋłŭ Ƙ ĕŋŭŶāũĢłė óũĢŶĢóÖķ ŶĞĢłĴĢłė Öłù ùāóĢŭĢŋłĿÖĴĢłė ÖðĢķĢŶĢāŭ ŶĞĢŭ ŶÖóŶĢó ťũŋĿŋŶāŭ ķŋłėŶāũĿ ðāĞÖƑĢŋũÖķ óĞÖłėā ŶĞÖŶ Ģŭ ðŋŶĞ ÖŽŶŋłŋĿŋŽŭ Öłù ŭŽŭŶÖĢłÖðķāRĕ Ö łŽùėā Ģŭ łŋŶ āłŋŽėĞ Öł ÖùùĢŶĢŋłÖķ āùŽóÖŶĢŋłÖķ ÖťťũŋÖóĞ ŭŽóĞ Öŭ ðŋŋŭŶĢłė óÖł ŶĞŽŭ ťŋŶāłŶĢÖķķƘ ĞāķťĿÖĴāÖłĢĿťÖóŶÖóũŋŭŭŶĞāŭťāóŶũŽĿ THE AUTHORS Jörn Basel Ğŋķùŭ Ö Ğ' ĕũŋĿ 1! ŽŭĢłāŭŭ óĞŋŋķ āũķĢłÖłùĢŭũŋĕāŭŭŋũŋĕŽŭĢłāŭŭŭƘóĞŋķŋėƘÖŶ dŽóāũłāóĞŋŋķŋĕŽŭĢłāŭŭNĢŭũāŭāÖũóĞĞÖŭĿŋŭŶķƘ Öł ÖťťķĢāù ĕŋóŽŭ Öłù óŋłóāłŶũÖŶāŭ ŋł ðāĞÖƑĢŋũÖķ ĢłŶāũƑāłŶĢŋłŭ Ģł ƑÖũĢŋŽŭ ÖũāÖŭ ƒĢŶĞ Ö ťÖũŶĢóŽķÖũ āĿťĞÖŭĢŭŋłŶũŽŭŶùƘłÖĿĢóŭRłÖùùĢŶĢŋłŶŋĞĢŭÖóÖùāĿĢó ƒŋũĴ Ğā ŭāũƑāŭ Öŭ Öł ÖùƑĢŭŋũ ĕŋũ ¦Ğā pāėŋŶĢÖŶĢŋł ŶŽùĢŋÖóŋłŭŽķŶĢłėĕĢũĿŭťāóĢÖķĢơĢłėĢłłāėŋŶĢÖŶĢŋł ŶũÖĢłĢłėÖłùóŋÖóĞĢłė Christian WeibelāÖũłāù ÖĞ'Ģł ŭƘóĞŋķŋėƘĕũŋĿ ŶĞāłĢƑāũŭĢŶƘŋĕāũłÖłùŭāũƑāŭÖŭũŋĕāŭŭŋũŋĕ ŽŭĢłāŭŭŭƘóĞŋķŋėƘÖŶdŽóāũłāóĞŋŋķŋĕŽŭĢłāŭŭ NĢŭũāŭāÖũóĞāƗťķŋũāŭĞŋƒťāŋťķāĿÖĴāóŋłŭŽĿāũ ùāóĢŭĢŋłŭƒĢŶĞÖťÖũŶĢóŽķÖũāĿťĞÖŭĢŭŋłťũŋĿŋŶĢłė ŭŽŭŶÖĢłÖðķāðāĞÖƑĢŋũÖłùŽłùāũŭŶÖłùĢłėŶĞāðāĞÖƑ ĢŋũÖķĿāóĞÖłĢŭĿŭðāĞĢłùťũĢóĢłė!ŋĿťķāĿāłŶĢłėĞĢŭ ÖóÖùāĿĢó ƒŋũĴ Ğā ðũĢłėŭ ŭāƑāũÖķ ƘāÖũŭ ŋĕ ťũŋĕāŭŭĢŋłÖķ āƗťāũĢāłóāĢłðŋŶĞŶĞāĢłùŽŭŶũƘÖłùŶĞāĕĢłÖłóĢÖķ sector. Malin Wenzke Ģŭ Ö ũāŭāÖũóĞ ÖŭŭŋóĢÖŶā ĕŋũ ðāĞÖƑĢŋũÖķ āóŋłŋĿĢóŭÖŶdŽóāũłāóĞŋŋķŋĕŽŭĢłāŭŭÖłùĞŋķùŭ ÖłmóĢłŽŭĢłāŭŭŭƘóĞŋķŋėƘĕũŋĿŶĞāŶŽŶŶėÖũŶ ŽŭĢłāŭŭóĞŋŋķNāũũāŭāÖũóĞĕŋóŽŭāŭŋłðāĞÖƑĢŋũÖķ ĢłŶāũƑāłŶĢŋłŭŶŋŭŶũāłėŶĞāłŭŽŭŶÖĢłÖðķāŶŋŽũĢŭĿ Behavioral Economics Guide 2025 ðāĞÖƑĢŋũĞāťũāƑĢŋŽŭķƘƒŋũĴāùÖŭÖóŋłŭŽķŶÖłŶÖŶ DāĞũùƑĢóāͽÖũŶłāũŭƒĞāũāŭĞāėÖĢłāùāƗŶāłŭĢƑā ťũÖóŶĢóÖķāƗťāũĢāłóāĢłŶĞāÖťťķĢóÖŶĢŋłŋĕðāĞÖƑĢŋũÖķ economics. REFERENCES ðũÖĞÖĿŭāÂŶāėdÁķāĴ!ͽŋŶĞāłėÖŶŶāũ¦ ˑˏˏ˔ũāƑĢāƒŋĕĢłŶāũƑāłŶĢŋłŭŶŽùĢāŭÖĢĿāù ÖŶ ĞŋŽŭāĞŋķù āłāũėƘ óŋłŭāũƑÖŶĢŋł Journal of Environmental Psychology, 25˒ ˑ˖˒ˑ˘ː ĞŶŶťŭùŋĢŋũėːˏːˏː˕ııāłƑťˑˏˏ˔ˏ˗ˏˏˑ ıơāł R ː˘˘ː ¦Ğā ŶĞāŋũƘ ŋĕ ťķÖłłāù ðā ĞÖƑĢŋũ Organizational Behavior and Human Decision Processes, 50ˑ ː˖˘ˑːː ĞŶŶťŭùŋĢ ŋũėːˏːˏː˕ˏ˖˓˘˔˘˖˗˘ː˘ˏˏˑˏ¦ łÖėłŋŭŶŋťŋŽķŋŽ 1 ŋŶĞŋŭ 1 mÖėŋŽŶÖŭ óĞũÖĿĿāķ`ͽmāłŶơÖŭFˑˏː˗āũŭŽÖŭĢƑā ŶāóĞłŋķŋėĢāŭ ĕŋũ ŭŽŭŶÖĢłÖðķā ĿŋðĢķĢŶƘ ŶÖŶā ŋĕ ŶĞā ÖũŶ Öłù āĿāũėĢłė Ŷũāłùŭ Sustainability, 10˖ˑːˑ˗ĞŶŶťŭùŋĢŋũėːˏ˒˒˘ˏŭŽːˏˏ˖ˑːˑ˗ ũÖƑĢłù mĢŭĞũÖ ͽ māŭāũƑƘ m ˑˏˑ˓ pŽùėĢłė ŶŋƒÖũùŭ ŭŽŭŶÖĢłÖðķā ŽũðÖł ĿŋðĢķ ĢŶƘ 1ƗťķŋũĢłė ðāĞÖƑĢŋũÖķ ĢłŶāũƑāłŶĢŋłŭ ĕŋũ ťũŋĿŋŶĢłė ťŽðķĢó ŶũÖłŭĢŶ Transportation Research Part D: Transport and Environment, 129 ːˏ˓ː˒ˏ ĞŶŶťŭùŋĢŋũėːˏːˏː˕ı Ŷũùˑˏˑ˓ːˏ˓ː˒ˏ ũłŋŶŶāĞÖóĴŋƑÖd1ũũĢłėŶŋłdłĢāĞŋŶŶÖ D D ŋðāũŶŭ ` ͽ ũÖŽıŋŋÖũāŭ Á ˑˏː˓ 1ƧóÖóƘ ŋĕ ðāĞÖƑĢŋŽũÖķ ĢłŶāũƑāłŶĢŋłŭ ĕŋũ ŶũÖłŭťŋũŶ ðāĞÖƑĢŋŽũ óĞÖłėā ƘŭŶāĿÖŶĢó ũā ƑĢāƒ ĿāŶÖÖłÖķƘŭĢŭ Öłù ĢłŶāũƑāłŶĢŋł óŋùĢłė International Journal of Behavioral Nutrition and Physical Activity, 11ː ĞŶŶťŭùŋĢŋũėːˏːː˗˕ ŭːˑ˘˕˕ˏː˓ˏː˒˒˘ ÖėŋơơĢFŋťĢłÖŶĞmͽpƘāũː˘˘˘ ¦Ğāŋķāŋĕ1ĿŋŶĢŋłŭĢłmÖũĴāŶĢłėJournal of the Academy of Marketing Science, 27ˑ ː˗˓ˑˏ˕ ĞŶŶťŭùŋĢŋũėːˏːː˖˖ˏˏ˘ˑˏ˖ˏ˒˘˘ˑ˖ˑˏˏ˔ ÖĿðāũėˑˏː˒ÖťťķƘĢłėŶĞāŭŶÖėāĿŋùāķŋĕ ŭāķĕũāėŽķÖŶāù ðāĞÖƑĢŋũÖķ óĞÖłėā Ģł Ö óÖũ Žŭā ũāùŽóŶĢŋłĢłŶāũƑāłŶĢŋłJournal of Environmental Psychology, 33˕˗˖˔ĞŶŶťŭùŋĢŋũėːˏːˏː˕ı ıāłƑťˑˏːˑːˏˏˏː ÖĿðāũė ˑˏː˒ð !ĞÖłėĢłė āłƑĢũŋłĿāł ŶÖķķƘ ĞÖũĿĕŽķ ðāĞÖƑĢŋũŭ ŭŶÖėā Ŀŋùāķ ŋĕ ŭāķĕũāėŽķÖŶāù ðāĞÖƑĢŋũÖķ óĞÖłėā Journal of