Andy S. Choi

Willingness to pay for flying carbon neutral in Australia: an exploratory study of offsetter profiles

Although voluntary carbon offsets have played a key role in the response to addressing climate change in the aviation sector, little is known about consumer preferences for such offsets and their offsetting behaviour in Australia. This paper developed and applied a choice modelling study to measure the economic values of aviation carbon mitigation and to identify major factors influencing air travellers’ voluntary climate action. Results show that respondents have a mean willingness to pay (WTP) of AU

A Mediation Model of Air Travelers’ Voluntary Climate Action

21.38 per tonne of CO2 reduced in the form of voluntary carbon offsets per person. Female travellers might have a higher economic value of carbon mitigation than male counterparts while climate sceptics who are less likely to be carbon offsetters might in fact hold a higher WTP value than non-sceptical travellers. The findings suggest that in terms of WTP the best profile of offset projects might be renewable energy projects in developing countries, of which resulting carbon credits can reduce company legal liabilities. Positive support was found for mitigation measures by airlines, with technological efficiencies more strongly supported than operational practices and biofuels. This paper challenges previous understandings of environmentally motivated behaviour, and notes that behaviour profiles are still evolving.

An experimental study to explore WTP for aviation carbon offsets: the impact of a carbon tax on the voluntary action

This study developed a behavioral model of intentions to purchase aviation carbon offsets, and tested the model through structural 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.

Air Travelers’ Carbon Offsetting Behavior: An Experimental Study

As Australia recently introduced a mandatory carbon price, this paper provides a rare perspective of how such institutional changes influence consumer preferences for voluntary climate action. When examined using three contingent valuation questions, the results show that the compliance mechanism induces a substantial reduction in the number of air travellers who are willing to pay extra for voluntary carbon offsets and in the payment amount, although the crowding-out effect is incomplete. A disproportionately larger welfare benefit is attached to the carbon offsets for a domestic flight than its international counterpart. Overall empirical findings advocate the continued role of voluntary programmes.

Economic valuation of cultural heritage sites: A choice modeling approach

Abstract Following the hierarchical model of human behavior of Fulton, Manfredo, and Lipscomb (1996), this chapter develops and tests a model incorporating both general and behavior-specific components of motivation. The research aimed to investigate how general and behavior-specific attitudes work together in explaining air travelers’ carbon offsetting behavior. The study is an experimental study that applied confirmatory factor analysis using structural equation models to better understand the motivational factors that influence aviation carbon offsetting behavior. The sample includes 349 staff and students of the University of Queensland. Based on an established hierarchical model of human behavior, the new ecological paradigm (NEP) scale and the theory of planned behavior work together to explicate general and specific attitudes, respectively. The effect from NEP to offsetting intention was partially mediated by three intermediate motivations: awareness of climate impacts of air traveling, perceived effectiveness of carbon offsets in mitigating carbon emissions, and support for a carbon tax. In particular, general support for the carbon price policy showed a complementary relationship with voluntary action.