Carbon offsetting in the aviation industry

: determinants of purchase intention and attitude

Abstract

Carbon emissions are one of the main drivers of climate change and the aviation sector contributes greatly to this development. However, the number of people using air travel is still rising. Consequently, carbon emissions will further increase and voluntary carbon offsetting programs have emerged as a valid measure to reduce CO2 emissions from air travel. However, research reveals that voluntary carbon offset programs offered by airlines are barely used. Furthermore, it is still relatively unknown how these schemes are perceived by consumers. The purpose of this study is therefore to analyze which factors are influencing the purchase intention of and the attitude towards carbon offsetting programs. Quantitative survey research was conducted and the following predictors and their effects on purchase intention and attitude were tested: former purchase of voluntary carbon offsetting programs, frequency of flying, environmental concern, perceived impact of flights on the environment, perceived credibility of the aviation industry in terms of carbon offsetting, perceived effectiveness of the programs, knowledge and awareness about the products. Results are showing that especially former purchase, perceived effectiveness and environmental concern are influencing the purchase intention and the attitude of consumers. The results are used to give recommendations to airlines and institutions to increase the participation rate.

Date of Award	28 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sérgio Paulo Moreira (Supervisor)