Environmentally Motivated Travel Reduction: The Effects of Availability, Herding Bias, and Self-Monitoring

Asking consumers to consume less, or travel does not necessarily make them do so and is, therefore, a key challenge for public policy-makers green marketers. In this paper, we scrutinize the effect of intuitive decisions/judgments as well personality differences on consumers’ intentions less. More specifically, study how availability heuristic, herding biases, self-monitoring influence environmentally motivated consumption reduction (EMCR) in tourism context. Drawing EMCR heuristics-and-biases approach, present an experimental designed test (high vs. low information availability), behavior (herd no herd), high less future. The results suggest that existence herd reductions. Also, self-monitors are more capable sensing eco-friendly direction opinion general, adjust their align with this, than individuals lower tendency. Finally, there is positive interaction between bias self-monitoring, while found significant heuristic reduction. implications future research avenues discussed.