Cognitive Dissonance in Sustainability Scientists Regarding Air Travel for Academic Purposes: A Qualitative Study

Abstract

The purpose of this study is to investigate in depth the perspectives of sustainability scientists regarding academic air travel, with an emphasis on cognitive dissonance and associated coping and rationalisation strategies. The research design is case study-based, focusing on a sustainability-focused academic unit in Germany. Thematic content analysis was applied to the transcripts of 11 interviews with sustainability scientists. Analytic codes were informed by prior previously identified cognitive dissonance reduction strategies. The research design is interpretative rather than seeking representativeness. Most of the academics questioned experience some degree of cognitive dissonance relating to the disjunction between their sustainability knowledge, attitudes and flight behaviour. While this dissonance relates-as expected-to the inconsistency between pro-environmental attitudes and flying, it also relates to the contradiction of social norms that support academic flying. To resolve feelings of dissonance, the interviewees report behavioural change, suppress inconsistencies and use various justifications that include denial of control, denial of responsibility, comparisons and compensation through benefits.Sustainability 2020, 12, 1837 2 of 14 processes involved in such groups. Moreover, as social role models, their behavior may influence others' intentions to change their own behavior [11,12]. Finally, in terms of the rationale of the study, although there is research concerning the institutional factors that hinder reductions in academic air travel [11,[13][14][15][16][17], research concerning individual-level processes relating to flight reduction is scant [9,18].A variety of individual-level theories are available for helping to explain attitude-behavior gaps. Here we use the theory of cognitive dissonance, as it is arguably the most specifically applicable approach for understanding dissonance per se. It might also be noted that the lesser-known theory of cognitive polyphasia [19,20] proposes that people move between different ways of knowing or rationalities in different social contexts and thus avoid dissonance in this way. This approach arguably also merits further investigation in the context of discretionary flying, but here we focus on the application of cognitive dissonance theory [21].According to the latter, inconsistency between cognitive elements (e.g., between cognitions about attitude and cognitions about behavior) causes aversive feelings in people, characterized by tension and discomfort. In order to reduce these negative feelings, behavior changes are one option, besides attitude changes and further resolution strategies [21][22][23]. Various studies have found that people rather tend to justify their flying behavior or deny its impact, instead of changing their behavior e.g., [2,[5][6][7]9,[24][25][26]. However, few studies of air travel have explicitly based their investigation on the framework of cognitive dissonance [8,10] and none (to our knowledge) have researched sustainability scie...

Barriers, emotions, and motivational levers for lifestyle transformation in Norwegian household decarbonization pathways

“…Overwhelmed by negative information, people can feel paralyzed and start ignoring certain information (Haltinner and Sarathchandra 2018). This observation goes in line with the notion of cognitive dissonance where individuals may rationalize, underplay, or distort information to suit their personal interests and reduce the psychological discomfort resulting from holding contradictory beliefs or desires (e.g., choosing climate action vs. comfort or pleasure) (Schrems and Upham 2020). While learning about the seriousness of climate change and the mitigation potential of household actions may be insufficient to change decisions, a lack of knowledge can also (paradoxically) lead to ineffective actions (Attari et al 2010).…”

Responding to the climate emergency: how are UK universities establishing sustainable workplace routines for flying and food?

“…Glover et al (2017) note that 'it is difficult to envision' universities reducing air travel without resisting internationalization, and it is essential that strategies attend to the systemic connections between individual academic flights and the sector-wide internationalization agenda. Reconfigured expectations that allow for virtual and remote participation, and value local forms of scholarship and impact need to proliferate throughout competitive processes (Le Quéré et al, 2015, Schrems andUpham, 2020), and drive investment into modes of research and teaching that reduce the need for physical co-presence (Glover et al, 2019.…”

“…Ackers (2008) finds expectations of aeromobility inhibit the inclusion of foreign academics on restricted visas, disabled academics and those with care commitments that prevent long-distance travel. The view that air travel is necessary in an academic career is also not universal Font, 2020, Schrems andUpham, 2020), and the link between academic mobility and career can impact negatively on those who reject this culture, or are less able to participate (Ackers 2008). Consequently, failing to disrupt the model of aeromobility ensures an unsustainable and inequitable future for HE (Glover et al, 2019), so there is need for far greater attention to equality and inclusivity in university's decarbonization plans.…”

Exploring environmental sustainability of academia as a working space

“…In the EB literature, cognitive dissonance has been explored in various contexts, including climate change, water conservation, sustainable tourism, and sustainable consumption (Dolnicar, Knezevic Cvelbar, & Grün, 2017;Gadeikienė, Dovalienė, Grase, & Banytė, 2019;Taylor, Lamm, & Lundy, 2017). In a recent study, the authors reported certain levels of cognitive dissonance amongst sustainability scientists and their flight behaviors (Schrems & Upham, 2020). The authors noted that, although participants were aware of the negative impacts their flying behaviors had on the environment, they continued to engage in that same behavior.…”