Will Airline Customers Buy Carbon Offsets?

cost-of-flying-1031410-m In an effort to help combat climate change, a number of corporations have turned to using carbon offsets to help rectify any damage done by their business to the environment. Companies such as United Airlines have even begun offering their customers the chance to purchase carbon offsets to counteract their flight. But how likely is it that customers will choose to purchase these carbon offsets? Authors Andy S. Choi, Brent W. Ritchie, and Kelly S. Fielding explored this topic in their article published in Journal of Travel Research entitled “A Mediation Model of Air Travelers’ Voluntary Climate Action.”

The abstract:

This study developed a behavioral model of intentions to purchase aviation carbon offsets, and tested the model through JTR_72ppiRGB_powerpointstructural equation models. The model draws on the established hierarchical models of human behavior to hypothesize relationships between general and specific attitudes as predictors of offsetting intentions. The New Ecological Paradigm scale, the theory of planned behavior and variables from past literature were employed to measure general environmental attitudes, intermediate beliefs, and behavior-specific attitudes and norms. The current research represents a first attempt to build a theoretical model that helps to understand the relationships between factors that determine whether people will purchase aviation carbon offsets. The results show that a more positive orientation toward the environment could be an important predictor of environmental intentions operating both directly on intentions as well as guiding beliefs that relate to intentions. Policy implications of the findings are discussed, encouraging greater voluntary climate action.

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The Role of Responsible Gambling Strategy in Forming Behavioral Intention

Hak-Jun Song, Pai Chai University, Choong-Ki Lee, Kyung Hee University, William C. Norman, Clemson University, and Heesup Han, Dong-A University, published “The Role of Responsible Gambling Strategy in Forming Behavioral Intention: An Application of a Model of Goal-Directed Behavior” on November 7th, 2011 in the Journal of Travel Research’s OnlineFirst section. To read other OnlineFirst articles, please click here.

The abstract:

By examining the perception of a responsible gambling strategy, this study developed an extended model of goal-directed behavior (EMGB) with respect to the behavioral intentions of casino visitors. The results of the EMGB, which uses structural equation modeling, indicate that desire had the strongest relationship with casino visitors’ intention to gamble, followed by positive anticipated emotion, perceived behavioral control, perceptions of a responsible gambling strategy, negative anticipated emotion, and attitude. The perception of a responsible gambling strategy was also a significant predictor of both desire and behavioral intention, as casino visitors had positive perceptions of casinos that implemented responsible gambling strategies. Casino managers should consider a responsible gambling strategy as an important long-term business activity to increase casino visitor’s intention to gamble.

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