Astrid Nørfelt, Florian Köck, Adiyukh Berbekova
Understanding pro-environmental behaviors is a research priority for tourism scholars, yet existing research has largely ignored the role of ultimate motives in influencing such behaviors. This research therefore seeks to highlight and analyze the untapped potential of applying evolutionary psychology—a field which focuses on humans' deeply-rooted, evolved motives. Specifically, building on the fundamental motives framework, the paper highlights how six evolved motives create both barriers and opportunities for promoting pro-environmental behaviors. Expanding on this discussion, the paper highlights how broader ecological dimensions and individual characteristics interact with the fundamental motives with implications for sustainability. As such, the present research highlights central research opportunities with the aim to advance tourism scholars' understanding of pro-environmental behaviors.