Denmark is considered a frontrunner in sustainable development (e.g., universal healthcare, educational systems, gender equality, generous social safety net, cooperation among social partners, responsible business, clean and efficient energy production and personal freedom). Several international studies have placed Denmark at the very top of the leaderboard in terms of being on track for achieving the SDGs.
More specifically, Denmark has been an example for the 2030 agenda in respect to SDG 11 on Sustainable Cities and Communities. Until 2050 it is expected for 70% of the world’s population to be living in urban areas. This reflects in greater consumption of natural resources and consequently increase in carbon footprint and climate change impact. By promoting sustainable cities it is possible to foster a balanced population growth that promotes citizen’s wellbeing and reduces environmental impact.
Copenhagen, the capital of Denmark, is the third most sustainable city in the world, according to the Global Destination Sustainability Movement, and it has established an ambitious target to become the first carbon neutral capital in the world until 2050. Copenhagen’s action plan involves, between other aspects, renewable energy transition (e.g., Aeolic turbines for urban heating that uses residual heat releases from electrical stations), improvement in the energetic efficiency of buildings and investment in cycling paths and public transport.
Recently, Copenhagen has announced the CopenPay pilot initiative that aimed at increasing sustainable actions by exchanging them with cultural experiences. Between 15th of July and 11th of August, CopenPay provided 24 activities for visitors and residents in Copenhagen to clean the streets, volunteer in urban gardens and use sustainable public transports. In exchange, they could gain free access to museums, meals, kayak tours and artistic workshops. This strategy targets environmentally friendly behaviors through an incentive system, where the more sustainable actions one takes, the higher their cultural benefits.
Several studies suggest that there is a growing concern for environmental issues, however, this concern does not necessarily reflect in environmentally friendly actions. There is an inconsistency between what people declare and what they actually do in terms of sustainable behavior, this is known in the literature as the green attitude-intention-behavior gap.
Most people are not ready to prioritize the environment over their personal wellbeing and pleasure. Besides, societal norms still reinforce the non-green behaviors by encouraging non-sustainable lifestyles. The literature indicates two perspectives on tackling this green gap: one defends that people can change their behavior consciously, the other defends that people can change their behavior subconsciously. Consciously acknowledging the problem and willingness to work towards a solution has proven to be a better approach for people with more green attitudes, while behavioral interventions and nudges that trigger their unconscious responses are more effective for those with less green attitudes. One can argue that CopenPay relies on a subconscious behavioral approach: by rewarding the ecologic behaviors of Copenhagen’s visitors and residents, it fills the green attitude-intention-behavior gap.
This pilot study is now under evaluation with a view to its future extension to other Danish and world regions and promote a way in which tourism propels environmental positive impact while enriching visitors cultural experience. It is important to evaluate the results derived from this pilot study and test their applicability to Portugal, particularly in cities with higher tourist influx. Considering that Lisbon has seen a considerable increase in tourists, we wonder if it wouldn’t be an excellent candidate for a pilot study of this kind.
Have a great and impactful week!
Sofia Conde
Researcher at the Center for Responsible Business & Leadership