From objectors to supporters: developing targeted pro-environmental behavioural change interventions
Journal article
Povilionis, R., Bilal Akbar, M. and Tomasella, B. 2025. From objectors to supporters: developing targeted pro-environmental behavioural change interventions. Current Issues in Tourism. https://doi.org/10.1080/13683500.2025.2539871
| Authors | Povilionis, R., Bilal Akbar, M. and Tomasella, B. |
|---|---|
| Abstract | This study applies the Values-Belief-Norm (VBN) theory to develop pro-environmental behaviour change interventions for Peak District National Park (PDNP), England, UK, which can be used to influence travellers. Through 14 semi-structured interviews with 18–25-year-old PDNP visitors, the research identified two distinct groups: Supporters and Objectors. The analysis revealed three key interventions: (1) visual demonstrations of personal environmental impact targeting Objectors to enhance awareness, (2) enhanced local government involvement in issues such as litter management to strengthen the connection between awareness and responsibility, promoting shared responsibility, and (3) the use of peer influence and rewards to transform individual values into collective pro-environmental actions to enhance social impact. The proposed interventions allow destination managers and policymakers to address individuals’ psychological barriers, leveraging their social norms, and provide tangible infrastructural support to enhance pro-environmental behaviours. |
| Keywords | Values-beliefs-norms; theory; pro-environmental behavioural change; social marketing; protected areas; over-tourism; destination management |
| Year | 2025 |
| Journal | Current Issues in Tourism |
| Publisher | Routledge, Taylor and Francis Group |
| ISSN | 1747-7603 |
| Digital Object Identifier (DOI) | https://doi.org/10.1080/13683500.2025.2539871 |
| Web address (URL) | https://www.tandfonline.com/doi/full/10.1080/13683500.2025.2539871#abstract |
| Publisher's version | License File Access Level Open |
| Output status | Published |
| Publication dates | |
| Online | 04 Aug 2025 |
| Publication process dates | |
| Accepted | 22 Jul 2025 |
| Deposited | 07 Aug 2025 |
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| License: CC BY 4.0 | ||
| File access level: Open | ||
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