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How Behavioural Science Can Shift Travelers Toward More Sustainable Choices

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"If the tourism industry wants to survive the coming decades—not just environmentally, but reputationally—it must stop treating sustainability as an afterthought," says professor.
The article from Forbes, published on April 30, 2025, discusses how behavioral science can be utilized to encourage travelers to make more sustainable choices. It highlights various strategies such as nudging, which involves subtly guiding people towards eco-friendly options without restricting their freedom of choice. Examples include defaulting to vegetarian meal options on flights, providing real-time feedback on carbon footprints, and using social norms to influence behavior. The article also emphasizes the importance of making sustainable options more convenient and appealing, such as improving public transportation and offering incentives for choosing greener travel methods. By understanding and leveraging psychological principles, the travel industry can significantly reduce its environmental impact while still meeting the needs and desires of travelers.

Read the Full Forbes Article at:
[ https://www.forbes.com/sites/carltonreid/2025/04/30/how-behavioural-science-can-shift-travelers-toward-more-sustainable-choices/ ]