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

Résultats de recherche: Contribution dans un livre/un catalogue/un rapport/dans les actes d'une conférenceChapitre

Résumé

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.
langue originaleAnglais
titreTransforming experiences
Sous-titreTourism marketing from both sides of the counter
rédacteurs en chefJuergen Gnoth, Luisa Andreu, Alan Fyall, Metin Kozak, Sonja Sibila
Lieu de publicationNewcastle upon Tyne
EditeurCambridge Scholars Publishing
Pages115-137
ISBN (imprimé)1-4438-4259-1, 978-1-4438-4259-4
Etat de la publicationPublié - 2013

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