Flygskam and its Implications for Sustainable Tourism: A Social Media Analysis of the Flight Shaming

Flygskam, or "flying shame", is a movement that originated in Sweden and aims to discourage people from flying by shaming them on social media. The movement is motivated by the environmental impact of flying and the urgency of climate change. Previous research on flygskam has mainly focused on individual perspectives, industry responses, media coverage, or social media practices, but has not proposed a comprehensive conceptual model that integrates the different actors and media involved. This chapter provides a state-of-the-art review of the existing literature and suggests an inclusive conceptual framework that we intend to test with data collected from social media. Our research has implications for understanding both the online and offline behavioral patterns of consumers and other stakeholders in relation to flygskam.