Beyond Awareness: Navigating the Attitude–behavior Divide Among Young Asian Travelers in Singapore

Abhishek Singh Bhati, Thi Anh Thu Nguyen, Alexander Josaissen, and Valeriya Radomskaya emphasize the importance of understanding the perspectives of young Asian travelers on environmental issues for the long-term success of sustainability agendas in countries with strong green initiatives, such as Singapore. Their study of attitudes among young travelers (18–35) reveals that, while environmental awareness is generally high, a significant gap exists between attitudes and actual tourist behaviors. The findings show that environmental verbal commitment is the highest (M = 4.00), followed by environmental attitudes (M = 3.54), environmental knowledge (M = 3.54), and pro-environmental behavior (M = 3.20). No significant differences were found based on gender, education, travel frequency, or transportation preferences. The authors recommend actively engaging temporary visitors in local green initiatives and on-the-ground activities to help bridge the attitude–behavior gap and better support low-carbon agendas.