Times for (Un)sustainability? Challenges and opportunities for developing behaviour change policy. A case-study of consumers at home and away

This paper examines the assertion that individuals with seemingly high levels of commitment to the environment at home may also be those engaged in less sustainable leisure and tourism behaviours, including a high dependency on air travel. This potential difference in environmental commitments between different consumption settings is placed within the context of recent policy developments that have seen the rise of segmentation as a commonly applied technique used to understand and encourage pro-environmental behaviours through the notion of ‘sustainable lifestyles’ and social marketing campaigns. Using data derived from a questionnaire of consumers in the UK, three distinctive, empirically-defined ‘lifestyle’ groups are identified, based on the respondents’ environmental behaviours. Significant differences emerged in reported environmental commitments according to their consumption setting. Those with higher levels of commitment in and around the home also tended to be those who flew furthest and most frequently, whilst those with moderate-to-high commitments ‘at home’ often failed to transfer these activities to their holiday environments. The paper concludes by arguing that both academics and policy-makers need to address the role of different consumption settings in which behaviours are undertaken and the ways in which these relate to underlying social practices within these settings.

► Environmental behaviours of individuals vary between home and leisure contexts.
► Those with high commitments in the home often fly more and further afield.
► Academics need to consider how ‘environmental behaviours’ are related to social practices across different consumption settings such as the home, leisure and tourism.
► Policy makers need to critically examine ‘sustainable lifestyles’ as a practical device.