“…The effectiveness of such an approach has been theoretically and empirically questioned (Barr, Gilg, & Shaw, 2011;Miller, Rathouse, Scarles, Holmes, & Tribe, 2010;Cohen, Higham & Cavaliere, 2011). Gössling et al (2007), for example, report the low consumer uptake of carbon offsetting programmes (Mair, 2011), which are not only viewed with distrust and apathy , but also considered a cynical transfer of responsibility for the high carbon emissions of the aviation industry to the consumer (Higham, Cohen & Cavaliere, 2014;Young et al, 2014). Given the failure to implement effective government measures, and in the absence of meaningful industry responses, the significant and urgent challenge of moving tourist air travel onto a sustainable pathway (Becken & Hay, 2010) has largely befallen individual consumers , either through voluntary behaviour change, or perhaps indirectly through political processes.…”