On the importance of field studies for testing theory-driven behavioral change interventions in (sustainable) tourism

Abstract

Practical measures for businesses to entice pro-environmental behavior in tourists are urgently needed. The effectiveness of newly developed behavioral change interventions is typically tested in survey experiments using stated behavioral intentions. This study demonstrates that this approach can generate misleading results. We deploy two alternative messages aimed at reducing tourists’ buffet plate waste. One intervention follows established theories of human behavior (theory of planned behavior, value belief norm theory); it assumes that changing beliefs by providing information will trigger behavioral change. Based on the theoretical foundation of hedonic psychology, our second intervention attempts to change behavior with a humorous message, which associated the desired pro-environmental behavior with enjoyment. In a survey experiment, the belief-based message significantly increased the behavioral intentions to reduce plate waste; but both interventions fail to reduce plate waste when tested experimentally in real hotels. These insights have important methodological and practical implications.