Green Nudging and Tourist Pro-Environmental Behaviour at African Eco-Lodges

Abstract

This study investigates the influence of green nudging strategies on tourist pro-environmental behaviour at eco-lodges in Sub-Saharan Africa. Grounded in Thaler and Sunstein's nudge theory and an extended Theory of Planned Behaviour framework, a mixed-methods approach was employed combining structured surveys (n=387) and semi-structured interviews (n=28) with visitors at eco-lodges in Kenya, Tanzania, and Rwanda. Five categories of green nudges were examined: default settings, social norm messaging, visual prompts, real-time feedback mechanisms, and incentive framing. Results from hierarchical regression analysis indicated that social norm messages and feedback mechanisms produced the strongest effects on pro-environmental behaviour, while default settings—though effective—encountered resistance from guests who perceived them as service reductions. Environmental knowledge moderated the relationship between nudge exposure and behavioural intention, with more knowledgeable tourists responding more favourably to informational nudges. The findings offer practical guidance for eco-lodge operators seeking to encourage guest sustainability behaviours without compromising perceived service quality.