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Abstract
An understanding of what may influence people’s environmental behaviour is a prerequisite for achieving sustainability at both home and destinations visited. The current study has accordingly examined how a set of social psychological and socio‐demographic factors influences a sample of the Norwegian population’s willingness to behave environmentally friendly. The results of the seemingly unrelated regression analysis have shown that age, education, political orientation, two personal values, environmental concern, and personal norm influence Norwegians’ willingness to behave environmentally friendly at a home setting, whereas income, gender, political orientation, a personal value, environmental concern and personal norm affect their willingness to behave in such a manner at a holiday setting. The results have indicated further that age, education, political orientation, and environmental concern have statistically stronger effects on Norwegians’ willingness to behave environmentally friendly at home compared with the holiday setting. Theoretical and practical implications are provided.