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The main purpose of this paper is to assess the role of pride needs in pro-environmental consumption and to check the applicability of determinants of general pro-environmental consumption to the specific demand for voluntary carbon offsetting schemes in air transport. Using an original hypothetical and realistic scenario methodology and discriminant analysis, findings show that (1) classically identified determinants of general pro-environmental consumption do not apply to the specific consumption of carbon offsetting schemes and (2) that introspective pride needs are a good determinant of the demand for pro-environmental services, whereas conspicuous pride needs would not be. Results are discussed in light of costly signaling theory and provide actionable managerial implications for the marketing of green products and services.
|Translated title of the contribution||Green consumption and need for pride: willingness to purchase carbon offsetting in air transport|
|Title of host publication||Proceedings of the National Congress of the European Academy of Management and Business Economics (AEDEM), Valencia, Spain, June.|
|Publication status||Published - 2011|