Hey look, I'm a green consumer. Online social visibility and the willingness to pay for carbon offsetting schemes.

François Dessart, Luisa Andreu, Enrique Bigné, Alain Decrop

Research output: Contribution in Book/Catalog/Report/Conference proceedingChapter

Abstract

In this chapter, we investigate whether giving potential consumers the
possibility of social visibility through online social networks might make
green tourist services more attractive. Focusing on carbon offsetting
schemes in aviation, we additionally test the predicting power of three
determinants of general pro-environmental consumption—environmental
knowledge, perceived efficacy and environmental concern—for the
willingness to pay for this specific green product. We use a hypothetical
scenario to build an experimental approach, and a subsequent survey to
measure the independent variables. Hypotheses are tested using multiple
regression analysis. In line with costly signalling theory and impression
management theory, results suggest that online social visibility raises the
willingness to pay for green products. Moreover, general environmental concern is a good predictor of the willingness to pay for carbon offsetting
schemes.
Original languageEnglish
Title of host publicationTransforming experiences
Subtitle of host publicationTourism marketing from both sides of the counter
EditorsJuergen Gnoth, Luisa Andreu, Alan Fyall, Metin Kozak, Sonja Sibila
Place of PublicationNewcastle upon Tyne
PublisherCambridge Scholars Publishing
Pages115-137
ISBN (Print)1-4438-4259-1, 978-1-4438-4259-4
Publication statusPublished - 2013

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    Dessart, F., Andreu, L., Bigné, E., & Decrop, A. (2013). Hey look, I'm a green consumer. Online social visibility and the willingness to pay for carbon offsetting schemes. In J. Gnoth, L. Andreu, A. Fyall, M. Kozak, & S. Sibila (Eds.), Transforming experiences: Tourism marketing from both sides of the counter (pp. 115-137). Cambridge Scholars Publishing.