The sustainability behaviour of small firms in tourism: the role of self-efficacy and contextual constraints

Kornilaki, Marianna ORCID logoORCID:, Thomas, Rhodri and Font, Xavier (2019) The sustainability behaviour of small firms in tourism: the role of self-efficacy and contextual constraints. Journal of Sustainable Tourism, 27 (1) . pp. 97-117. ISSN 0966-9582 [Article] (doi:10.1080/09669582.2018.1561706)

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This article presents a grounded theory to explain why some small businesses in tourism adopt sustainable business practices while others do not, even when they share environmental and wider sustainability concerns. It does so based on research undertaken among business owners in Crete. The paper starts by considering studies on sustainability awareness, knowledge and the mechanisms for accepting responsibility. Secondly, it summarises the influence of task difficulty and effort on sustainability self-efficacy. Thirdly, it focuses on social comparisons and vicarious experiences, as a way of learning what is important. Finally, it examines powerlessness due to perceived situational constraints. In so doing, the study finds that self-efficacy helps to explain sustainable attitude formation and the attitude-behaviour gap; it partly shifts the locus of responsibility for an inability to act sustainably away from the individual and towards their context. The paper contributes to the theoretical literature on small businesses and sustainability, and leads to new avenues for policy interventions.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 29183
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Sustainable Tourism on 31/01/2019, available online:
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Depositing User: Marianna Kornilaki
Date Deposited: 09 Mar 2020 08:32
Last Modified: 29 Nov 2022 19:21

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