Single use plastics in tourism: an exploration of supply and consumer behaviour in Flanders

This PWO project investigates the use of single-use plastics (SUPs) within the tourism sector in Flanders, with a specific focus on consumer behaviour. Previous research highlights a persistent gap between tourists’ sustainable intentions and their actual behaviour, resulting in increased consumption of single-use plastics during holidays (Wu & Yang, 2021; Nieto-García et al., 2024; Friedrich et al., 2024). This creates significant challenges for both the tourism sector and society at large, through environmental impacts, health risks, and loss of destination reputation (WTTC & UNEP, 2021). 

The project, therefore, aims to generate new insights into the attitudes, behaviours, and barriers that influence tourists’ willingness to adopt circular alternatives to SUPs. These alternatives include not only reusable packaging systems but also reduction strategies, alternative materials, and improved collection and recycling practices. 

The research approach combines a literature review, analysis of existing data (e.g., from the TETRA project Sustainable Accommodations/Duurzame Logies), and qualitative insights gained through interviews with tourists, sector representatives, and sustainability experts. Additionally, inspiring practice examples and international best practices are explored, supported by exploratory interviews with international experts. This international perspective enhances the project’s relevance and provides a foundation for future collaborative research and innovation initiatives.