Abstract
Human actions in various areas are driving carbon emissions, which have a significant impact on climate change and hence humans worldwide. Amongst other, consumer activities including online shopping exacerbate that effect. One countermeasure is to offset the carbon emissions caused. However, knowledge about the driving factors that increase consumers’ willingness to offset emissions is scarce. Deriving hypotheses from literature with the theoretical lens of Value-Attitude-Behavior Hierarchy (VABH) and using structural equation modeling, this study shows that internal drivers (environmental values, mindfulness, and response efficacy) and external drivers (social influence) significantly impact offset willingness, consequently affecting offsetting behavior. To shed light on this aspect, we conducted an correlational study. 250 Participants made purchases on a fictitious online store to investigate the underlying drivers of pro-environmental behavior. We discuss the results and derive implications for research as well as practice.
Recommended Citation
Meske, Christian and Hussein Keke, Hüseyin, "Understanding External and Internal Drivers in Shaping Carbon Offsetting Efficacy and Behavior" (2024). Wirtschaftsinformatik 2024 Proceedings. 42.
https://aisel.aisnet.org/wi2024/42