Explaining pro-environment consumer behavior in air travel |
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| Authors: | Marcel van Birgelen Janjaap Semeijn Pia Behrens |
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| Institution: | 1. Institute for Management Research, Nijmegen School of Management, Radboud University Nijmegen, P.O. Box 9108, 6500 HK Nijmegen, The Netherlands;2. Faculty of Management Sciences, Open University Netherlands, P.O. Box 2960, 6401 DL Heerlen, The Netherlands;3. Department of Marketing and Supply Chain Management, School of Business and Economics, Maastricht University, P.O. Box 616, 6200 MD Maastricht, The Netherlands |
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| Abstract: | 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 online-survey of air travelers suggest severity, self-perception, and importance are positively related to willingness-to-compensate. How passengers perceive their self-effectiveness in reducing CO2 emissions does not affect willingness-to-compensate, but influences likelihood of compensating directly. |
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