When Aviation CSR Efforts Are Not Enough: How Do We Inspire Airline Passengers to Offset Their Travel Footprints?

Voluntary carbon offsetting programs (VCOPs) are available for airline passengers who want to take action and offset their scope 3 emissions. Yet, their uptake is very limited. In this study, we propose an integrated theoretical model involving the norm activation theory and protection motivation theory to understand airline passengers' intentions to participate in VCOPs. We test this model using 315 samples and advanced analytical techniques, including partial least squares structural equation modeling (PLS‐SEM), nonlinearity assessment, and multigroup analysis (MGA). The results show that awareness of the consequences of carbon dioxide emissions not only positively affects individuals' ascription of responsibility (ARB) but also affects their personal norms (PNM) for the environment. We also find that ARB and perceived severity (PSV) positively affect PNM, although PSV does not influence intention to participate in VCOP (INT). Further, although perceived vulnerability (PSB) does not affect PNM, it strongly predicts INT. Both PNM and perceived cost (PCC) strongly influence INT. The findings also suggest that males and young people were more likely to participate in VCOP than their female and older counterparts. Finally, our paper discusses the varied and important implications for corporate social responsibility research, particularly in the area of transportation and practice, especially given ongoing traffic growth and airlines' limited progress toward decarbonization.