This study investigated the emotional and behavioral potential of counterfactual thinking within sustainable tourism. Despite the growing interest in the determinants of sustainable tourist behavior, studies hardly seek detailed cognitive explanations. Furthermore, use of selective samples, survey techniques or other data-driven methods prevent existing frameworks from establishing causal linkages to attitudes or behavior. Across two experimental studies, counterfactual thinking—a goal-oriented cognitive process—was investigated with respect to environmental attitudes and behavioral improvement. Findings provided evidence for the utility of counterfactuals in the sustainable tourism domain. Feelings for the environment of a destination may change, and intentions for sustainable behavior may improve as a consequence of counterfactual thoughts. Theoretical and practical implications were discussed for sustainable tourism and environmental behavior.
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