Frontiers | Co-creating green steps: APIM evidence of mutual influence on pro-environmental behavior in travel pairs

March 2, 2026 - 09:29

New research reveals that the decision to take an environmentally friendly holiday is often a shared process between travel companions, with each person significantly influencing the other's choices. A study focusing on travel pairs has provided compelling evidence of this mutual dynamic, moving beyond the view of the individual traveler acting alone.

The investigation specifically examined the differences between trips where one person dominated the planning and those where decisions were more collaborative. Findings indicate that pro-environmental behaviors, such as selecting sustainable accommodations, using low-carbon transport, or participating in conservation activities, are socially reinforced within these partnerships. When one person expresses a preference for a green option, it positively shapes the attitudes and intentions of their companion.

This mutual influence creates a reinforcing cycle that can make sustainable choices more resilient and consistent across the planning and duration of a trip. The study underscores that encouraging eco-friendly travel may be most effective when targeting pairs or groups, rather than isolated individuals. By understanding these dyadic mechanisms, the travel industry and sustainability campaigns can better design initiatives that leverage the power of social influence, helping partners collectively opt for greener adventures.