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 |
Permalink -
https://repository.derby.ac.uk/item/qz25q/from-objectors-to-supporters-developing-targeted-pro-environmental-behavioural-change-interventions
Download files
Publisher's version
| From objectors to supporters developing targeted pro-environmental behavioural change interventions.pdf | ||
| License: CC BY 4.0 | ||
| File access level: Open | ||
40
total views8
total downloads0
views this month0
downloads this month
Export as
Related outputs
Beyond values: business orientation as a driver of small business social responsibility
Tomasella, B. and Conway, E. 2025. Beyond values: business orientation as a driver of small business social responsibility. Corporate Social Responsibility and Environmental Management. pp. 1-18. https://doi.org/10.1002/csr.70054Using archival research in marketing
Gill, D. and Tomasella, B. 2025. Using archival research in marketing. in: Lawson, A. and Hancock, C. (ed.) Doing Marketing Research : Alternative Methods for Market Sensing Routledge.
Inspiring a Sustainability Mindset in Enterprise Education
Wylie, A., Tomasella, B., Walid Al Saad, W. and Kelleher, O. 2024. Inspiring a Sustainability Mindset in Enterprise Education . IEEC2024.Embedding the Sustainable Development Goals Into Higher Education Institutions’ Marketing Curriculum
Tomasella, B., Akbar, B., Lawson, A., Howarth, R. and Bedford, R. 2024. Embedding the Sustainable Development Goals Into Higher Education Institutions’ Marketing Curriculum. Journal of Marketing Education. https://doi.org/10.1177/02734753241231182Social marketing as a behaviour change strategy to increase tourists' pro-environmental behaviour
Lawson, A., Akbar, B., Tomasella, B. and Azara, I. 2023. Social marketing as a behaviour change strategy to increase tourists' pro-environmental behaviour. in: Ramkissoon, H. (ed.) Handbook on Tourism and Behaviour Change Cheltenham Edward Elgar. pp. 138-155Maximising the impact of cross-sector partnerships for the United Nations Sustainable Development Goals
Wylie, A. and Tomasella, B. 2023. Maximising the impact of cross-sector partnerships for the United Nations Sustainable Development Goals. The British Academy of Management (BAM) Conference. Newcastle 06 - 08 Sep 2016 British Academy of Management (BAM).Hospitality that cares: a qualitative investigation into small foodservice businesses’ social responsibility
Barbara Tomasella, Alisha Ali and Devi Gill 2023. Hospitality that cares: a qualitative investigation into small foodservice businesses’ social responsibility. Current Issues in Tourism. 27 (12), pp. 1853-1869. https://doi.org/10.1080/13683500.2023.2214849CSR engagement in SMEs – tactical or strategic?
Conway, E. and Tomasella, B. CSR engagement in SMEs – tactical or strategic? CSR Conference. Belfast N/A.The role of higher education institutions (HEIs) in educating future leaders with social impact contributing to the sustainable development goals
Tomasella, B., Anne Wylie and Devi Gill 2022. The role of higher education institutions (HEIs) in educating future leaders with social impact contributing to the sustainable development goals. Social Enterprise Journal. https://doi.org/10.1108/sej-03-2022-0027Abductive Thematic Analysis in Hospitality and Tourism Research
Tomasella, B. 2022. Abductive Thematic Analysis in Hospitality and Tourism Research. in: Contemporary Research Methods in Hospitality and Tourism Bingley Emerald. pp. 203-219How to enhance the engagement of social enterprises with the sustainable development goals (SDGs)
Tomasella, B. 2021. How to enhance the engagement of social enterprises with the sustainable development goals (SDGs). The British Academy of Management (BAM) Conference. Newcastle 06 - 08 Sep 2016 British Academy of Management (BAM).Ethical, social or both? The ethicality of Social enterprises
Tomasella, B. 2020. Ethical, social or both? The ethicality of Social enterprises. The British Academy of Management (BAM) Conference. Newcastle 06 - 08 Sep 2016 British Academy of Management (BAM).