Flying in the face of environmental concern: why green consumers continue to fly

Figures & data

Table 1 A summary of strategies taken by green consumers to reduce their cognitive dissonance and suggested marketing/policy interventions.

Consumer strategy		Cognitive dissonance strategy	Marketing/policy strategies for change
	Justifications related to travel product	Add consonant elements	Vicarious hypocrisy	Changing social norms
No Behaviour change	Justifications related to travel context	Cite external forces (and to a lesser extent, reordering of values)
	Justifications related to personal identity	Trade-off between idiographic and nomothetic dissonance	Make personal standards most accessible
	Reducing or restricting flights	Change selected future behaviours (self-consistency)	Endorsing behaviour change
			Making travel alternatives/alternatives to travel more viable
Behaviour change	Changing other behaviours	Change future behaviours (self-affirmation)	Information about high impact of flights
			Carbon Accounting
	Not flying	Change future behaviours (self-consistency)	Endorsing behaviour change