Exploratory Study:

Goal: explore the effectiveness of supply-driven sustainability design by comparing the intention-action gap between three different groups embarking on the same leisure experience

Assumptions: 

• Incorporating sustainability in the design will lead to improved footprint of the leisure experience
• Incorporating sustainability in the design will not damage the quality of the leisure experience

The results: demand vs. supply

Learnings:

Incorporating sustainability in the design rather than relying on the right traveller choices improves the footprint of leisure experiences

Making sustainability the only, the default or the easiest option can lead to optimised sustainability performance without influencing market performance

Making it easy and appealing for travellers to be responsible closes the intention-action gap and can increase satisfaction (experiential value)

You can find a copy of Milena's slides here and background materials here

See the experiment details below: