Examining Digital Nudges to Influence Pro-Environmental Behavior

This study explores how digital nudging techniques impact pro-environmental intentions and behaviors among tourists. Using data from 320 participants across two field-based studies, it examines both direct and indirect effects of nudging. Results show that while nudging effectively promotes pro-environmental intentions and behaviors, the link between intention and actual behavior is weak. This study contributes original insights by integrating behavioral economics with tourism research, and by empirically validating the persistence of the intention–behavior gap in real-world travel settings. Besides, research offers practical insights for tourism stakeholders aiming to encourage sustainable practices and contributes to the emerging literature on digital nudging by integrating perspectives from nudging theory and information systems. It highlights the importance of bridging the intention–behavior gap in sustainable tourism.