Staying Grounded: Exploring the Underlying Motives of Environmental Non-Flyers
Purpose – This study explores the underlying motives of individuals who have decided to stop flying for environmental reasons – hereinafter the non-flyers. We address this as an anti-consumption phenomenon that has increased traction in recent years due to the ever-increasing concern around environmental issues and their implications for the well-being of societies and the planet. In doing so, we
