The case of sustainable development and the surfers paradox : Breaking through a counter reflexivity

This paper advances debates on sustainable development by extending a theoretical framework centered on counter reflexivity and applying it to an empirical case study of ocean surfing. It explores how immersion in nature mediates the relationship between environmental risk, awareness, and action, addressing persistent tensions in translating sustainability discourse into behavioural change. Surfing is examined as a paradoxical practice in which heightened environmental awareness coexists with individualistic traits, offering a novel lens through which to explore these dynamics. The research is theoretically positioned within, and contributes to, debates on risk society and reflexive modernity, drawing on survey-based empirical evidence to examine surfers’ perceptions of risk, responsibility, and environmental behaviour. The findings indicate that surfing can foster increased environmental awareness and action, suggesting that nature-based activities may play a valuable role in overcoming counter-reflexive responses and supporting progress towards the Sustainable Development Goals.