Consumer priorities: what would people sacrifice in order to fly on holidays?
通过对2066名英国成年人的调查，研究人们为了假期飞行愿意牺牲哪些日常消费，发现人们更愿意付出额外成本而非改变现有消费模式，且对基本生活物品的牺牲意愿最低。
Holidaying is an important leisure pursuit and, for a growing minority, air travel is the default mode for holiday mobility. However, the current trend of increasing demand for air travel runs contrary to climate-related sustainability goals. Efforts to motivate reductions in consumption of holiday air travel must contend with the embeddedness of flying as a social practice and should be informed by an understanding of how people prioritize air travel for holidays relative to other forms of consumption. Using data drawn from a survey of 2066 British adults, this exploratory study uses a novel method to assess the willingness of individuals to sacrifice holiday air travel relative to their willingness to make changes to their daily consumption patterns. We find a greater readiness to undertake additional expense (of time, effort, or money) than to retrench incumbent consumption patterns in order to fly for holidays. Reluctance to sacrifice for the sake of flying was greatest with regards to those items that are most associated with the basic infrastructure of modern life (e.g. mobile phones). Examining product-specific pro-environmental sacrifice in relative terms, our findings suggest that voluntary reductions in flying are more plausible than other modes of pro-environmental sacrifice.