Exploring the Cognitive and Habitual Tensions in Sustainable Travel Decisions: A Multilevel Analysis of 32 Countries

Although climate change concern and household habits are often strong predictors of sustainable tourist behaviors, research shows mixed effects when applied to travel-related choices. To address this complexity, the paper introduces a framework targeting two key areas of tension. First, to explain the ambiguous impact of sustainable household habits, the concept of sustainable consumption modes is proposed, which can positively or negatively affect travel behavior. Second, the conflicting role of climate change concern is explained by incorporating time preferences. Concerned individuals are less likely to engage in more sustainability-related travel patterns when they prioritize the present over the future. The framework is tested using a multilevel analysis of 32,487 individuals across 32 countries, demonstrating these qualifying effects at individual and societal levels. The findings are corroborated through a follow-up experiment ( n = 277). Two tools are provided to help stakeholders develop strategies to promote sustainable travel, tailored to customer and country segments.