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Flygskam and its Implications for Sustainable Tourism: A Social Media Analysis of the Flight Shaming
Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS). Sabanci University, Türkiye;INTI International University, Malaysia.ORCID iD: 0000-0003-2248-0802
Åbo Akademi University, Finland.ORCID iD: 0000-0002-8836-978x
2024 (English)In: Marketing and consumer behaviour in sustainable tourism / [ed] Maria Palazzo;Pantea Foroudi, London: Routledge, 2024, p. 158-174Chapter in book (Refereed)
Sustainable development
SDG 12: Ensure sustainable consumption and production patterns, SDG 13: Take urgent action to combat climate change and its impacts by regulating emissions and promoting developments in renewable energy
Abstract [en]

The phenomenon referred to as flygskam, which may be literally translated as “flying shame”, is the focus of this proposed chapter. This flygskam movement was initially started in Sweden, but it has since spread to a number of countries all over the world, despite only having a small amount of traction in the countries that are geographically adjacent to Sweden, such as Finland, Denmark, and Norway. In an era in which there is an imminent problem caused by climate change, the objective of the flygskam movement is to develop an action that will persuade people to avoid flying by shaming them on social media whenever flight praise sharing appears. The flygskam movement aims to raise awareness about the negative consequences that flying has on the environment. Researchers have shown interest in the flygskam movement; however, the majority of their efforts have been concentrated on applying more conventional research methods, such as interviewing people about their thoughts on how they understand the movement and how it influences the travel decisions they make. Research focused either on consumers, industry players, news coverage or social media practices but did not present a broad perspective to suggest a comprehensive conceptual model in between the different actors and media involved. This chapter’s objective is to provide the reader with a state-of-the-art review of present research and aims to contribute to the emerging research by suggesting an inclusive conceptual framework, which we further aim to test with data retrieved from social media. Given that the movement is disseminated through social media for consumer choices in the physical world, the implication of our research is particularly important to account for both actual and virtual behavioural patterns unfolding.

Place, publisher, year, edition, pages
London: Routledge, 2024. p. 158-174
Keywords [en]
Flygskam, Flying shame, Flight shame, Sustainable travel, Carbon footprint, Sweden
National Category
Business Administration Ethics Communication Studies
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-125596DOI: 10.4324/9781003388593-12Scopus ID: 2-s2.0-85195750701ISBN: 9781032483511 (print)ISBN: 9781003388593 (electronic)ISBN: 9781032483535 (print)OAI: oai:DiVA.org:lnu-125596DiVA, id: diva2:1811646
Available from: 2023-11-13 Created: 2023-11-13 Last updated: 2025-01-22Bibliographically approved

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Ozturkcan, SelcenÖzdinc, Mesut

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