Explaining pro-environment consumer behavior in air travel

Some airlines and airports have begun offering a voluntary carbon offsetting service. This article examines the behavior of passengers with respect to their preparedness to compensate for CO2 emissions. Responses from an online-survey of air travelers suggest severity, self-perception, and importance are positively related to willingness-to-compensate. How passengers perceive their self-effectiveness in reducing CO2 emissions does not affect willingness-to-compensate, but influences likelihood of compensating directly.