Some airlines and airports have begun offering a voluntary carbon offsetting service. This article examines the behavior of passengers with respect to their preparedness to compensate for CO2 emissions. Responses from an on-line-survey of air travelers suggest severity, self-perception, and importance are positively related to willingness-tocompensate. How passengers perceive their self-effectiveness in reducing CO2 emissions does not affect willingness-to-compensate, but influences likelihood of compensating directly.
KEYWORDS:Pro-environment consumer behavior, voluntary carbon offsetting, theory of planned behavior
1.INTRODUCTION Air travel is widely acknowledged to significantly impact global climate through the emissions of greenhouse gases (GHG), including carbon dioxide (CO2). With the inclusion of aviation in the European Union Emissions Trading Scheme (EU ETS) planned for 2012, the air transportation sector "is about to feel the full blast of regulatory heat" (Turner, 2009). Steps have already been taken to improve aircraft technological but measures to modify air travel behavior remains limited still. Airlines and airports have started offering voluntary carbon offsetting schemes to air travelers.Little is known, however, about the acceptance of voluntary carbon offsetting schemes (Hooper et al., 2008). When it comes to pro-environment behavior the theory of planned behavior (TPB) may offer useful insights1. Here we use it to look at the factors * Corresponding author: m.vanbirgelen@fm.ru.nl t The authors are grateful to the editor of JATM and the two anonymous reviewers for their insightful comments and constructive critiques. tt This manuscript is based on Pia Behrens' Master thesis (Maastricht University, 2009) 1 It has been used for example for examining pro-environment food consumption (Vermeir and Verbeke, 2006) and consumer behavior pertaining to beverage packaging (Van Birgelen et al., 2009).