Is Theory of Reasoned Action / Planned Behaviour the only approaches or are there alternatives? Are there different theories for rational and irrational behaviour ?
I assume that you have to handle uncertainties in your decision making. Therefore, I refer to disciplines dealing with decision making under uncertainty. To address uncertainty inherent in most decision problems, probability theory and belief theory represent build the base for these kinds of investigations.
I would refer you to the conference series on "Uncertainty in Artificial Intelligence" to find lots of related stuff.
Also, I can recommend to have a look on these (introductory) books:
Jensen, F.V. and Nielsen, T.D. 2007. Bayesian Networks and Decision Graphs, Springer.
Kjærulff, U.B. and Madsen, A.L. 2013. Bayesian Networks and Influence Diagrams: A Guide to Construction and Analysis, Springer.
Thanks Mario. You are right that the probability and belief will be important components. The concept of sustainability itself is belief and probability varies a lot between least and highly. But as a matter of fact how can we have a very demanding situation, very productive system and a sustainable one. the higher demand will be met by higher productivity at the cost of sustainability.
If you are interested in something more conceptual from tourism there is idea of encouraging 'mindfulness' and 'self-reflection' in terms of self-limiting impacts, See
Moscardo, G. (1996) Mindful visitors: Creating sustainable links between heritage and tourism. Annals of Tourism Research, 23(2), pp. 376-387.
I found this article quite interesting, because it concentrates on rather linear decision making models and includes unpredictable variables as well:
Kendra Strauss (2008) Re-engaging with rationality in economic geography: behavioural approaches and the importance of context in decision-making, J Econ Geogr (2008) doi: 10.1093/jeg/lbm048
There are many issues incorporated in this question. It reflects aspects of personal, entrepreneurial and group partitipation in approachhing multiple aspects of people's decision making processes with respect to sustainability. And, at which level? Before activitiy(ies) taken place, or after the activitiy(ies) has(have) occured? And at what operational sector?
As you understand, each answer on the above issues change completely the framework of developing a sound approach.
I participate currently in an international project called GuardEN (Guardians of Environment) having in mind such an integrated perpective of that issue. You could find additional information here: .
Sustainability refers to five main capitals: natural capital, social capital, manufactured capital, financial capital, and human capital. Urban sustainability, but sustainability in general, should refer to those forms of capital. It hypothesizes that a balance among these five types of capital is necessary to satisfy human needs and generate individual and community well-being (Costanza et al., 1997).
Natural Capital is any stock or flow of energy and material that produces goods and services. It includes:
Resources - renewable and non-renewable materials
Sinks - that absorb, neutralise or recycle wastes
Processes - such as climate regulation. Natural capital is the basis not only of production but of life itself!
Human Capital consists of people's health, knowledge, skills and motivation. All these things are needed for productive work. Enhancing human capital through education and training is central to a flourishing economy.
Social Capital concerns the institutions that help us maintain and develop human capital in partnership with others; e.g. families, communities, businesses, trade unions, schools, and voluntary organisations.
Manufactured Capital comprises material goods or fixed assets which contribute to the production process rather than being the output itself – e.g. tools, machines and buildings.
Financial Capital plays an important role in our economy, enabling the other types of Capital to be owned and traded. But unlike the other types, it has no real value itself but is representative of natural, human, social or manufactured capital; e.g. shares, bonds or banknotes.
Any kind of capital has its own indicators and indices. The sustainability assessment should find out the best balance among the five capitals expressed by the integration of their own indicators and indices in a specific context that, however, might overlap.