The limited influence of climate norms on leisure air travel

Abstract

This paper adds to our understanding of how people’s climate change concern and norms influence their leisure air travel. It does so by examining the roles of Norwegians’ beliefs about climate change and emissions from air travel, their felt responsibility to limit emissions (personal norm), and expectations and behaviors of friends and family (social norms) in such travel. A representative sample of Norwegians was surveyed in 2019 and 2020 (N = 2842), based on a framework combining institutional and social-psychological perspectives. Structural equation modeling of the data reveals that leisure air travel is habituated and part of a lifestyle, supported by social norms, self-enhancement values and urban residency. Personal norms for reducing greenhouse gas emissions from flying are beginning to emerge in Norway, but their effect on leisure air travel is small and only indirect. Our findings suggest the need for interventions to complement and potentially amplify the emerging moralization process and support an evolution of new habits and travel lifestyle to limit the emissions from leisure air travel substantially. The disruption of travel habits by the COVID-19 pandemic might ease such a process.