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Purpose This study encourages a quantum leap knowledge encouraging tourism researchers to measure actual behavior. Design/methodology/approach This study enhances the contribution of scholars to the achievement of Sustainable Development Goals; it is key to understand how to alleviate the distance between consumers’ intentions and behavior. Findings This study proposes a conceptual figure that shows how relative value, rationality and social desirability are the key determinants that hamper intentions in becoming behaviors. Originality/value This study encourages scholars to consider consumers’ perceptions and the relative value they attribute to sustainability in their decision-making and to conduct field studies that observe consumer behavior in the real world and measure not just the intentions, but what is actually happening.
Viglia et al. (Tue,) studied this question.