The sustainability paradox of digital nomadism: mobility, consumption, and socio-environmental engagement

Purpose This study aims to examine the sustainability paradox of digital nomadism, using paradox theory to explore how digital nomads navigate tensions between environmental ideals and socioeconomic realities across mobility, consumption and ethical engagement. Design/methodology/approach This study uses reflexive thematic analysis based on in-depth interviews and observations with young digital nomads in Dali, China, incorporating member checking to enhance trustworthiness. It explores how nomads’ sustainability practices are shaped by economic, infrastructural and policy constraints. Findings This study identifies three interdependent sustainability paradoxes: mobility–sustainability, consumption–minimalism and engagement–transience. While digital nomads show environmental awareness and adopt selective sustainable practices, their efforts remain fragmented and constrained by systemic factors such as long-haul travel reliance, market logics, local socioeconomic pressures and regulatory gaps. These dynamics highlight the limits of voluntary, individualized sustainability efforts. Originality/value This study presents one of the first empirically grounded, paradox theory-informed analyses of digital nomad sustainability. Its contribution lies in applying paradox theory as an analytical lens to clarify systemic contradictions in remote work mobilities, and in providing insights for sustainability governance and destination management that integrate environmental stewardship with socioeconomic resilience.