‘I am not a typical flyer’: narratives about the justified or excessive character of international flights in a highly mobile society

Reversing the growth pattern in passenger aviation emissions is necessary for climate change mitigation. However, climate-related concerns and norms do not correlate strongly with practices. This study provides an example of a rapid process of social institutionalisation of long-distance travel, which has become a default tool for meeting social expectations and performing social rituals. It draws on 21 in-depth interviews conducted in the Reykjavik region of Iceland. We show that the prevalence of flying has become so high that people who do not fly are subject to normative pressure. On the other hand, as awareness of its climate impact increases, the norms for the justified use of flights are evolving. As a result, the purpose of flying has become more important. To reduce cognitive dissonance, study participants distinguish their individualised, carefully planned, and meaningful trips from standardised mass and status-oriented travel–a moral disengagement tactic that depends on differences in cultural capital. Distinguishing between necessary and excessive forms of consumption is an important aspect of demand reduction, but this form of selective sanctioning seems problematic from the perspectives of climate impact and social justice. We suggest policy implications and propose methodological improvements to measuring travel-related social norms.