Perspectives and views on flight shame in pandemic times

This study utilizes national survey data from Norway to explore public views on flight shame, measured between 2020 and 2022. Answers to open-ended and closed-ended questions are integrated to explore various perspectives on flight shame, including its function as a persuasive call to action and its normative underpinning. Most display ambiguous, vague, or neutral attitudes towards the concept, with favourable attitudes being more common when it is construed as relating to infection control. Perceived norms show stronger associations with self-reported flight shame than with an expressed willingness to accept increased travel time or higher financial costs. This supports assertions that changes in the availability and feasibility of alternatives to flying could be needed to break up entrenched travel habits. • Respondents provide their spontaneous association with ‘flight shame’ as a concept. • Few position themselves clearly in favour of or against the concept. • Associations are more positive when the concept is linked to infection control. • Perceived norms predict self-reported flight shame across travel activities.