From Temporary Rationality to Sustainable Irrationality: Nudging for Lasting Pro-Environmental Behaviour in Hedonic Settings

在世界经济论坛《全球风险报告》(WEF，2022)中，气候行动失败被列为对世界最严重的威胁。旅游业对全球不断增长的8%的人为温室气体排放负有责任(Lenzen等人，2018年)，旅游业需要改变，以应对气候变化。旅游业为环保行为(PEB)提供了一个重要的研究对象，因为当消费者沉浸在一个新的环境中时，他们对新信息更加开放--当人们到熟悉的环境以外的地方旅行时就是如此。因此，研究人员可以通过使用行为干预来增加PEB，从而扰乱与习惯行为有关的线索(Verplken等人，2008年)。此外，旅游业可以被描述为一种享乐主义的环境，人们更有可能专注于他们的享受，而不是考虑他们的选择的后果，呈现出一种不那么环保的倾向(DolNicar，2020；Miao&wei，2013)。尽管对可持续旅游行为的研究有很长的历史，但关于享乐背景下的决策制定的研究很少(Miao&wei，2013)，在旅游住宿的实地实验中测试的干预措施的数量远远不够(Demeter等人，2023)。此外，研究集中在孤立和横截面的有限范围的行为上，而没有解决PEB的特殊复杂性。拟议的博士项目调查了推动的开发和使用，以环境友好的方式改变消费者的行为，而且更重要的是，以一种持久的方式。借鉴溢出、道德许可和清洗理论，我将解释为什么人们先前的道德行为有时会导致他们继续以相同的方式行事(溢出效应)，而另一些时候则会使他们自由地采取与最初行为相反的行为(许可和清洗)。最重要的是，目前还不清楚在哪些条件下可能会出现什么时间效应。例如，如果消费者在预订阶段选择抵消其酒店住宿的碳足迹，他们在入住期间参与其他PEB的可能性是更高还是更低？通过这个镜头，我将考察决策的时间性和因果效应，有助于理解享乐主义语境中决策的时间性。与全球连锁酒店Radisson Hotel Group的合作，使我能够在消费者旅程的不同阶段进行现场实验：旅行前、入住酒店期间，以及入住后当消费者回到他们熟悉的环境中时。使用这种方法，我将涵盖入住前、入住后和入住后的消费者行为，而不是只关注旅行序列的一个阶段。这将使我能够研究消费者的行为是如何相互交织在一起的，以及在旅行序列的一个阶段做出的决定如何对稍后的行为产生积极或消极的影响。拟议的博士项目将为学术界和私营部门提供一个新颖的实用实验框架，解决如何在消费者之旅的不同阶段鼓励持久的PEB的研究空白。我打算用可应用的、容易实现的和可推广的发现来为现有的研究做出贡献，以最大限度地发挥博士研究的影响。因此，该项目的结果将产生积极的环境影响，因为创建持久的PEB将有助于企业减少温室气体排放。除了对环境的积极影响外，这项研究还将有助于学术界，因为它将有助于更好地理解享乐主义环境下决策的时间性。

Climate action failure has been ranked the most critical threat to the world in the World Economic Forum Global Risk Report (WEF, 2022). Being responsible for the growing 8 per cent of global anthropogenic greenhouse gasemissions (Lenzen et al., 2018), the tourism industry needs to change in order to tackle climate change. Tourism provides an important research subject for pro-environmental behaviour (PEB) as consumers are more open to new information when they are immersed in a new environment - as is the case when people travel to places outside their familiar environment. Researchers can therefore disrupt the cues linked to habitual behaviour, by using behavioural interventions to increase PEB (Verplanken et al., 2008). In addition, tourism can be described as a hedonistic context where people are more likely to focus on their enjoyment rather than thinking about the consequences of their choices, presenting a tendency to act less environmentally friendly (Dolnicar, 2020; Miao & Wei, 2013). Despite the long history of research into sustainable travel behaviour, research on decision-making in hedonic contexts is scarce (Miao & Wei, 2013), and the number of interventions tested in field experiments in tourism accommodations is far from sufficient (Demeter et al., 2023). Moreover, research has focused on a limited range of behaviours in an isolated and cross-sectional manner, not addressing the idiosyncratic complexities of PEB. The proposed PhD project investigates the development and use of nudges to shift consumers' behaviours in an environmentally friendly and, importantly, lasting manner. Drawing on spillover, moral licensing and cleansing theory, I will explain why people's prior moral behaviour sometimes leads them to continue acting the same way (spillover effect) and other times frees them to act contrary to the initial behaviour (licensing and cleansing). Most importantly, it is unclear under which conditions what temporal effect is likely to occur. For instance, if a consumer chooses at the booking stage to offset the carbon footprint of their hotel accommodation, are they sequentially more or less likely to engage in other PEB during their stay? Through this lens, I will examine the temporal and causal effects of decision-making, contributing to understanding the temporality of decision-making in hedonic contexts. The collaboration with the global hotel chain Radisson Hotel Group, enables me to conduct field experiments at different stages of the consumer journey: before the travel, during the stay at the hotel, and after the stay when consumers are back home in their familiar environment. Using this approach I will cover pre-, in-, and post-stay consumer behaviour rather than just focusing on one stage of the travel sequence. This will allow me to examine how the consumers' behaviours are intertwined and how one decision at one stage of the travel sequence can positively or negatively affect behaviour at a later point in time. The proposed doctoral project will provide a novel practical experimental framework for the academic and private sectors, addressing the research gap on how to encourage lasting PEB throughout different phases of the consumer journey. I set out to contribute to existing research with applicable, easily implementable, and generalisable findings, to maximise the impact of the doctoral study. As a consequence, the results of this project will have a positive environmental impact because creating lasting PEB will aid businesses in lowering their greenhouse gas emissions. Beyond this positive impact on the environment, the research will also contribute to academia as it will help better understand the temporality of decision-making in a hedonistic setting.