Food and the Environment: Tourists’ Attitude–Behavior Inconsistencies

Numerous studies have identified significant discrepancies between individuals’ environmentally conscious intentions and attitudes at home and their actual behaviors while traveling. The present research supports these findings by offering new evidence specifically related to food choices and eating habits, and with this emphasis the study contributes to the scope of research in this field. The study is based on a survey of Danish citizens. Among the various dimensions of environmental behavior, food-related practices, such as consuming organic products, minimizing food waste, and reducing meat intake, are most observed among female respondents. However, both the youngest and oldest demographic groups tend to relax these environmentally responsible behaviors during holidays. For destinations and tourism enterprises seeking to promote environmentally responsible food practices, a barrier appears to be a lack of effective communication. Contrary to common assumptions, concerns about price and convenience do not seem to dominate tourists’ decision-making processes in this context. It suggests an opportunity for restaurants and other food providers in touristic settings to take action. This study backs the ideas of engaging tourists in environmentally sustainable food experiences in innovative ways. It also underscores the importance of enhancing pretravel communication to raise awareness and foster more consistent environmentally responsible behavior. Nevertheless, persistent inconsistencies serve as critical reminders of the significant barriers to behavioral change in tourism.