Which types of product attributes lead to aviation voluntary carbon offsetting among air passengers?

Brent Ritchie (Corresponding author), Astrid D.A.M. Kemperman, Sara Dolnicar

Research output: Contribution to journalArticleAcademicpeer-review

28 Citations (Scopus)


Tourism contributes 8% to global carbon emissions. Yet, only 10% of air passengers purchase voluntary carbon offsets. We test the effectiveness of different communication messages to increase voluntary purchasing of carbon offsets by air passengers. Results of a discrete choice experiment indicate that air passengers prefer carbon offset schemes that fund local programs (as opposed to international programs), that are effective in mitigating emissions, and are accredited. The ability to choose the specific offsetting program to be funded is not important. The willingness-to-pay for carbon offsets when booking for a group is lower than when booking an individual flight for oneself. Three market segments with distinct preferences exists. Segments also differ in key personal characteristics, including age, employment status, frequent flyer membership, and flight behaviour, making them actionable target segments for aviation carbon offsetting.
Original languageEnglish
Article number104276
Number of pages11
JournalTourism Management
Publication statusPublished - 1 Aug 2021


This research was supported by an Australian Research Council (ARC) grant (project LP150101001 ). We would like to thank Mandy van de Sande-van Kasteren for her assistance in the survey design and data programming.

FundersFunder number
Australian Research CouncilLP150101001


    • Airlines
    • Carbon offset
    • Corporate social responsibility
    • Discrete choice experiment
    • Latent class model
    • Willingness-to-pay


    Dive into the research topics of 'Which types of product attributes lead to aviation voluntary carbon offsetting among air passengers?'. Together they form a unique fingerprint.

    Cite this