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Voluntary carbon offsetting: Who does it?
Journal article   Peer reviewed

Voluntary carbon offsetting: Who does it?

Char-lee McLennan, Susanne Becken, Rod Battye and Kevin K F So
Tourism Management, Vol.45, pp.194-198
2014
DOI: https://doi.org/10.1016/j.tourman.2014.04.009
url
https://doi.org/10.1016/j.tourman.2014.04.009View
Published Version

Abstract

carbon offsetting emissions environmental behaviour segmentation
Voluntary carbon offsetting was popularised during the last decade, particularly by airlines, as a tool to 'neutralise' emissions associated with travel. Although there is a wide range of carbon offsetting schemes for tourism, the uptake of these programs has been reportedly low. Regardless, little research has explored the visitor segments who voluntarily undertake carbon offsetting. Consequently, this research investigates the prevalence of carbon offsetting amongst international tourists to Australia between 2008 and 2010 and, using cluster analysis, segments the carbon offsetters into three distinct markets. Findings reveal a stable carbon offsetting market, despite a Global Financial Crisis occurring during the reference period. Further, travellers from the United Kingdom/Europe were more likely to carbon offset, while those from Asia were less likely to participate in the schemes. Thus, this could indicate that the social marketing, public discourse and substantial media coverage in the United Kingdom/Europe had enhanced climate change mitigation behaviours.

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56 Times Cited - Web of Science

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Web Of Science research areas
Environmental Studies
Hospitality, Leisure, Sport & Tourism
Management

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#11 Sustainable Cities and Communities

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