Effects of consumer perceptions on carbon-offset payment through mediating and moderating mechanisms

In this study, we propose a framework to explore the mechanism that drives consumers to make voluntary carbon-offset payments in aviation transportation. A sample of 404 responses is collected in Taiwan by applying a quota sampling method. The results reveal that perceived airlines’ altruistic motives and perceived social norms influence consumer propensity to pay for offsetting carbon emissions through the intervening role of trust in those airlines which adhere to this program and under the contingent role of consumers’ self-efficacy towards environmental issues. Perceived social norms and personal perception about the effectiveness of the carbon offset also impact consumer propensity directly. This research discusses the studied issue from a fresh point of altruism, in particular firms’ altruistic motives, while simultaneously bringing in the consumer standpoints of social norms and the perceived effectiveness of carbon-offset programs, thus contributing to pro-environmental consumption in support of carbon neutralization programs in air transportation.