THE IMPACT OF ENVIRONMENTAL CONCERN, CARBON OFFSET EDUCATION AND ATTITUDES ON NEW CARBON OFFSETTING INITIATIVES
Keywords:
Environmental Concern, Knowledge of Carbon Offsetting Program, Attitude toward Carbon Offset, Carbon Offset Program Knowledge, Environmental Concern, Attitude, Carbon Offsetting Program, Willing to Offset, Willingness to OffsetAbstract
This study aimed to illustrate the impact of environmental concern and carbon offsetting program knowledge on the willingness to offset flight carbon, which has never been studied in a Thai context. This study also aimed to open a discussion about the willingness to offset flight carbon emissions among Thai passengers traveling by air. This study determined that attitudes towards carbon offset played a role as a mediator between knowledge and willingness to act upon that knowledge, which was determined by using the extended knowledge-attitude-behavior theory. Data was collected from 222 participants via an online questionnaire using purposive selection, and the Partial Least Square Structural Equation Model (PLS-SEM) was used to test the hypotheses. The findings revealed that environmental concern had the strongest impact (ß=0.296) on the willingness to offset flight carbon, followed by the carbon offsetting program knowledge (0.204). Furthermore, the attitude towards the carbon offset program significantly played as a partial mediator for the relationship between carbon offsetting program knowledge (VAF=0.412) and the willingness to offset flight carbon, as well as the relationship between environmental concern and the willingness to offset flight carbon (VAF=0.463). The knowledge gained from this study could help the flight industry develop programs and incentives for lowering carbon consumption.
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