Circular intentions, minimal actions: The psychology of doing less in hospitality – An integrative review

Abstract

Despite growing interest in sustainability, the adoption of circular economy (CE) practices in hospitality remains largely symbolic and limited to low-effort actions. This paper explores why hotels, despite expressing genuine interest and facing external pressures, often avoid deeper CE strategies. First, a systematic literature review and bibliometric mapping identify key behavioural, structural, social and market-related barriers that constrain CE action. These barriers shape managerial thinking and contribute to disengagement from ambitious practices. Building on this, an explanatory analysis draws on psychological mechanisms, particularly cognitive dissonance and moral licensing, to explain why external limitations become internally justified. This rationalisation process fosters a 'So What?' mindset, where minimal actions are viewed as sufficient in light of perceived barriers. As a result, the gap between sustainability intentions and behaviour and further action widens. The study helps us understand how hotel managers' beliefs and thinking patterns influence whether and how they apply CE principles.