Page 136 - Sustaining Accommodation SMES

6Analysis

point to a clear behavioural logic. Adoption becomes feasible when the
organisational effort required to comply with iso 21401 is reduced to a
level compatible with everyday operations. These findings confirm that
environmentally significant organisational behaviour is shaped primarily
by feasibility conditions rather than by motivation alone. Even where sus-
tainability is valued, respondents signal that formal certification is con-
tingent on the availability of external support, flexible procedures, and
manageable administrative demands. The prominence of contextual en-
ablers thus explains why high sustainability awareness does not automat-
ically result in iso adoption.
A second group of highly prevalent needs relates to personal and or-
ganisational capabilities. Free consultation at the initiation stage, clear
guidelines, tailored key performance indicators, and online self-assess-
ment tools are all rated as extremely important by a majority of respon-
dents. These enabling conditions address knowledge and procedural
deficits that hinder adoption even when contextual barriers are partially
mitigated. From a behavioural perspective, they reduce uncertainty, im-
prove procedural literacy, and strengthen confidence in navigating the
adoption process. The importance attached to such measures indicates
that many organisations perceive iso 21401 as conceptually acceptable
but operationally complex.
Attitudinal enablers play a more limited but still meaningful role. Clear
communication of benefits for stakeholders and access to peer exchange
platforms are identified as highly important by a substantial share of re-
spondents. These needs relate to beliefs about value, relevance, and fea-
sibility rather than to capacity or context. Their prevalence suggests that
while motivation is not the primary bottleneck, reinforcing the perceived
business case and normalising adoption through social comparison can
support engagement, particularly for organisations that remain unde-
cided. The table also highlights the role of regulatory alignment as an en-
abling condition. The importance attributed to sustainability becoming
a regulated mandatory requirement indicates that respondents recognise
the roleofregulationinreshaping defaultbehavioursand reducing com-
petitive disadvantages associated with voluntary adoption. In the frame-
work of environmentally significant behaviour (Stern, 2000), regulation
functions as a contextual intervention that alters the choice architecture,
making environmentally significant behaviour the norm rather than the
exception. Taken together, Table 6.41 demonstrates that iso 21401 adop-
tion is most effectively enabled by a combination of contextual restruc-

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