Exploring air travellers’ voluntary carbon-offsetting behaviour

This paper advances understanding of consumerswho purchase voluntary carbon offsets (VCOs) for flights by profiling the socio-demographic characteristics of VCOpurchasers in Australia and the UK and investigating their environmental attitudes and beliefs. Earlier research shows that there is confusion and lack of clarity around VCO schemes, yet small numbers of consumers continue to purchase them. Using an online panel survey of 502 respondents, this research considers whether those who purchase VCOs can be considered to be ecocentric, and whether they share a similar socio-demographic profile with those engaging in other forms of pro-environmental behaviour. The results suggest three groups: "Ecocentrics" (36%), "Middle of the Road" (31%) and "Anthropocentrics" (33%). While VCO purchasers appear to be ecocentric, not all ecocentric respondents purchased VCOs and, additionally, those who did purchase, appear to have a different socio-demographic profile from others engaging in pro-environmental behaviour. The study suggests that this segment of the flying public, already willing to contribute towards climate change mitigation, may be the best segment to target with behavioural change messages intended to encourage the structural changes in travel choices required to mitigate climate change. Earlier suggestions that older females are more likely to purchase VCOs are not supported.