University of Twente Student Theses
Can you live with yourself? Consumers' perceptions of cognitive dissonance in relation to air travel
Schmidsberger, K.K. (2022) Can you live with yourself? Consumers' perceptions of cognitive dissonance in relation to air travel.
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| Abstract: | Context Air travel is one of the most environmentally harmful means of transportation an individual can undertake. Nevertheless, especially educated people who behave in an environmentally friendly way in their everyday lives do not show any willingness to reduce their air travel behaviour which is why the average annual growth rate of the airline industry amounts to 5%. However, a behaviour change is necessary considering the developments towards a climate crisis. This urgent situation is the background for this study which examines cognitive dissonance in relation to air travel. Objectives This study shed new light on cognitive dissonance in relation to air travel by investigating the effects of distance and period of stay in this context. More specifically, it was examined whether distance and period of stay have an influence on cognitive dissonance, likeability to share and willingness to compensate. Additionally, it was examined how this effect was influenced by additional aspects: consideration of attitude towards flying, environmental attitude, environmental self-perception, and actual environmental behaviour. Methods A quantitative experimental 2 (close distance / far distance) x 2 (short period of stay x long period of stay) was applied. The study was conducted in an anonymous online survey. 141 responses from the target group of students in Europe were collected. Results Considering the influence of all variables under investigation, no significant main effect of destination and period of stay on cognitive dissonance, likeability to share and willingness to compensate were found. However, when the effect of period of stay was isolated, without considering the influence of the covariates, a significant main effect on cognitive dissonance and likability to share was found. Conclusion This study has shed new light on cognitive dissonance in relation to air travel by focusing on distance and period of stay. A main effect for period of stay, when isolating it from the covariates, on cognitive dissonance and likeability to share was found. Overall, however, the importance of the covariates, over the independent variables distance and period of stay, on the dependent variables needs to be highlighted and pursued further in future studies. In addition, the results should provide guidance for the aviation industry and governments for campaigns and educational work. Future research Future research should be conducted in this field of interest with a more selective target group, which is environmentally friendlier and more involved in climate issues, to get deeper insights into cognitive dissonance. Due to the prevailing relevance of the covariates, more explorative studies drawing the main focus on these using a similar approach should be executed. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/91410 |
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