Tourists want to keep their environmental impact as low as possible (Firth and Hing, 1999; Miller, 2003; McKercher, Prideaux, Cheung and Law, 2010; Mair, 2011), and have many different opportunities to do so. Some behaviours reduce negative environmental impacts directly, for example: taking vacations closer to home to keep transportation related greenhouse emissions to a minimum. Other behaviours compensate for negative environmental impacts of their vacation, for example: purchasing carbon offsets for a flight. Despite their best intentions, however, people do not behave as environmentally friendly on vacation as they do at home (Dolnicar and Grün, 2009): 46% of consumers intend to purchase carbon offsets, but only 6% (Mair, 2011) or 7% (Dawson, Stewart, Lemelin and Scott’s, 2010) actually do purchase them. Intention-behaviour gaps range from 12% (Sloan and Adamsen, 2011), 22% (Juvan and Dolnicar, 2016), and 46% (Karlsson and Dolnicar, 2016) to as much as 76% (McKercher and Prideaux, 2011). How do tourists reconcile the misalignment of their pro-environmental beliefs with their not so environmentally friendly behaviour on vacation?