Western consumers' understanding of carbon offsets and its relationship to behavior

Asia Pacific Journal of Marketing and Logistics

Volumn 23, Issue 5, 2011, Pages 583-603

  Polonsky, Michael Jay ^a   Garma, Romana ^b   Landreth Grau, Stacy ^c  

^a DEAKIN UNIVERSITY   (Australia)

^b VICTORIA UNIVERSITY   (Australia)

^c TEXAS CHRISTIAN UNIVERSITY   (United States)

Author keywords

Australia; Carbon offsets; Consumer behaviour; Demographics; Environment; Environmental behaviour; Environmental knowledge; Green marketing; Information; Knowledge levels; United States of America

Indexed keywords

EID: 84887041469     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/13555851111183048     Document Type: Article

References (66)

1. ACCC (2008), “Carbon offset claims – issues paper”, Australian Competition and Consumer Commission, Canberra.
2. Ajzen, I. and Fishbein, M. (1977), “Attitude-behavior relations: a theoretical analysis and review of empirical research”, Psychological Bulletin, Vol. 84 No. 5, pp. 888-918.
3. Armitage, C.J. and Conner, M. (1999), “The theory of planned behaviour: assessment of predictive validity and ‘perceived control’”, British Journal of Social Psychology, Vol. 38 No. 1, pp. 35-54.
4. Auger, P., Devinney, T.M. and Louviere, J.J. (2007), “Using best-worst scaling methodology to investigate consumer ethical beliefs across countries”, Journal of Business Ethics, Vol. 70 No. 3, pp. 299-326.
5. Baker, R., Blumberg, S., Brick, J.M., Couper, M.P., Courtright, M., Dennis, M., Dillman, D., Frankel, M.R., Garland, P., Groves, R.M., Kennedy, C., Krosnick, J.A., Lee, D., Lavrakas, P.J., Link, M., Piekarski, L., Rao, K., Thomas, R.K. and Zahs, D. (2010), “AAPOR report on online panels”, Public Opinion Quarterly, Vol. 74 No. 4, pp. 711-81.
6. Banerjee, S., Gulas, C.S. and Iyer, E. (1995), “Shades of green: a multidimensional analysis of environmental advertising”, Journal of Advertising, Vol. 24 No. 2, pp. 21-31.
7. Bang, H.K., Ellinger, A.E., Hadjimarcou, J. and Traichal, P.A. (2000), “Consumer concern, knowledge, belief, and attitude toward renewable energy: an application of the reasoned action theory”, Psychology & Marketing, Vol. 17 No. 6, pp. 449-68.
8. Bradsher, K. (2008), “The food chain: a drought in Australia, a global shortage of rice”, The New York Times, available at: www.nytimes.com/2008/04/17/business/worldbusiness/17warm.html (accessed 17 April 2009).
9. Chan, R.Y.K., Wong, Y.H. and Leung, T.K.P. (2008), “Applying ethical concepts to the study of ‘Green’ consumer behavior: an analysis of chinese consumers' intentions to bring their own shopping bags”, Journal of Business Ethics, Vol. 79 No. 4, pp. 469-81.
10. Cone Communications (2007), Research Report: 2007 Cone Cause Evolution and Environmental Survey, available at: www.cone.com (accessed 10 November 2008).
11. Cool Air-Clean Planet (2006), “A Consumer's Guide to Retail Carbon Offset Providers”, available at: www.cleanair-coolplanet.com (accessed 10 March 2009).
12. Couper, M.P. (2000), “Web surveys: a review of issues and approaches”, Public Opinion Quarterly, Vol. 64 No. 4, pp. 464-94.
13. Davies, J., Foxall, G.R. and Pallister, J. (2002), “Beyond the intention-behavior mythology: an integrated model of recycling”, Marketing Theory, Vol. 2 No. 1, pp. 29-113.
14. Diamantopoulos, A., Schlegelmilch, B.B., Sinkovics, R.R. and Bohlen, G.B. (2003), “Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation”, Journal of Business Research, Vol. 56 No. 6, pp. 465-80.
15. D'Souza, C. and Taghian, M. (2005), “Green advertising effects on attitude and choice of advertising themes”, Asia Pacific Journal of Marketing and Logistics, Vol. 17 No. 3, pp. 51-66.
16. Elgin, B. (2007), “Another inconvenient truth: behind the feel good hype of carbon offsets, some of the deals don't deliver”, BusinessWeek, available at: www.businessweek.com/print/magazine/content/07_13/b4027057.htm?chan=gl (accessed 26 March 2009).
17. Fraj-Andrés, E. and Martínez-Salinas, E. (2007), “Impact of environmental knowledge on ecological consumer behaviour: an empirical analysis”, Journal of International Consumer Marketing, Vol. 19 No. 3, pp. 73-102.
18. GfK Roper Consulting (2007), Green Gauge, available at: www.gfkamerica.com/ (accessed 10 November 2009).
19. Gurau, C. and Ranchhod, A. (2005), “International green marketing: a comparative study of British and Romanian firms”, International Marketing Review, Vol. 22 No. 5, pp. 547-61.
20. Hair, J. Jr, Black, W., Babin, B., Anderson, E. and Tatham, R.L. (2006), Multivariate Data Analysis, Pearson, Upper Saddle River, NJ.
21. Hartman, P. and Apaolaza-Ibanez, V. (2009), “Green marketing revisited: conditioning virtual natural experiences”, International Journal of Advertising, Vol. 28 No. 4, pp. 715-39.
22. Healy, R. and Ascher, W. (1995), “Knowledge in the policy process: incorporating new environmental information in natural resource policy making”, Policy Sciences, Vol. 28 No. 1, pp. 1-19.
23. Hofstede, G. (2001), Culture's Consequences, Comparing Values, Behaviors, Institutions, and Organizations Across Nations, Sage, Thousand Oaks, CA.
24. Ilieva, J., Baron, S. and Healey, N.M. (2002), “Online surveys in marketing research: pros and cons”, International Journal of Market Research, Vol. 44 No. 3, pp. 361-76.
25. Ivy, T.G.C., Lee, C.K.E. and Chuan, G.K. (1998), “A survey of environmental knowledge, attitudes and behavior in students in Singapore”, International Research in Geographical and Environmental Education, Vol. 7 No. 3, pp. 181-202.
26. Jiménez, M. and Yang, K.C.C. (2008), “How guilt level affects green advertising effectiveness?”, Journal of Creative Communications, Vol. 3 No. 3, pp. 231-54.
27. Kahn, M.E. (2007), “Do greens drive hummers or hybrids? Environmental ideology as a determinant of consumer choice”, Journal of Environmental Economics and Management, Vol. 54 No. 2, pp. 129-45.
28. Kaiser, F.G., Wolfing, S. and Fuhrer, U. (1999), “Environmental attitude and ecological behaviour”, Journal of Environmental Psychology, Vol. 19 No. 1, pp. 1-19.
29. Kalafatis, S.P., Pollard, M., East, R. and Tsogas, M. (1999), “Green marketing and Ajzen's theory of planned behavior: a cross-market examination”, Journal of Consumer Marketing, Vol. 16 No. 5, pp. 44-6.
30. Kangun, N. and Polonsky, M.J. (1995), “Regulation of environmental marketing claims: a comparative perspective”, International Journal of Advertising, Vol. 14 No. 1, pp. 1-24.
31. Klekociuk, A., Fraser, P. and Karoly, D. (2008), “The ‘hole’ truth: the role of ozone depletion in Australia's changing climate”, Department of the Environment, Heritage, Water and the Arts, available at: www.environment.gov.au/atmosphere/ozone/publications/hole-truth.html (accessed 23 January 2009).
32. Kollmuss, A., Zink, H. and Polycaro, C. (2008), Making Sense of the Voluntary Carbon Marketing: A Comparison of Carbon Offset Standards, World Wildlife Fund, Berlin.
33. McDonnell, J. and Bartlett, J.L. (2009), “Marketing to change public opinion on climate change: a case study”, The International Journal of Climate Change: Impacts and Responses, Vol. 1 No. 3, pp. 64-73.
34. MacKerron, G.J., Egerton, C., Gaskill, C., Parpia, A. and Mourato, S. (2009), “Willingness to pay for carbon offsets certification and co-benefits among (high-) flying young adults in the UK”, Energy Policy, Vol. 37 No. 4, pp. 1372-81.
35. Majoras, D.P. (2008), Carbon Offset Workshop Opening Remarks, FTC, Washington, DC, available at: www.ftc.gov/speeches/majoras/080108carbonow.pdf (accessed 10 December 2008).
36. Maloney, M.P., Ward, M.P. and Braucht, G.N. (1975), “A revised scale for the measurement of ecological attitudes and knowledge”, American Psychologist, Vol. 30 No. 7, pp. 787-90.
37. Marciniak, A. (2009), “Greenwashing as an example of ecological marketing misleading practices”, Journal of Comparative Economic Research, Vol. 12 Nos 1/2, pp. 49-59.
38. Martens, W.J.M., den Elzen, M.G.J., Slaper, H., Koken, P.J.M. and Willems, B.A.T. (1996), “The impact of ozone depletion on skin cancer incidence: an assessment of The Netherlands and Australia”, Journal of Environmental Modeling and Assessment, Vol. 1 No. 4, pp. 229-40.
39. Morris, L.A., Hastalk, M. and Mazis, M.B. (1995), “Consumer comprehension of environmental advertising and labeling claims”, Journal of Consumer Affairs, Vol. 19 No. 2, pp. 328-50.
40. Mostafa, M.M. (2007), “A hierarchical analysis of the green consciousness of the Egyptian consumer”, Psychology & Marketing, Vol. 24 No. 5, pp. 445-73.
41. Murphy, M. (2008), “More choice in carbon-offsets market”, The Age, March 31, available at: www.theage.com.au/news/businessinnovations/more-choice-in-carbonoffsets-market/2008/03/30/1206851071400.html (accessed 10 December 2008).
42. National Geographic (2010), “Greendex 2010: consumer choice and the environment – a worldwide tracking survey”, Highlights Report, June available at: http://images.nationalgeographic.com/wpf/media-live/file/GS_NGS_2010GreendexHighlights-cb1275487974.pdf (accessed 27 April 2011).
43. Nigbur, D., Lyons, E. and Uzzell, D. (2010), “Attitudes, norms, identity and environmental behaviour: Using an expanded theory of planned behaviour to predict participation in a kerbside recycling programme”, British Journal of Social Psychology, Vol. 49 No. 2, pp. 259-84.
44. Nisbet, M.C. and Myers, T. (2007), “Twenty years of public opinion about global warming”, Public Opinion Quarterly, Vol. 71 No. 3, pp. 444-70.
45. Obermiller, C. (1995), “The baby is sick/the baby is well: a test of environmental communication appeals”, Journal of Advertising, Vol. 24 No. 2, pp. 55-70.
46. Pickett-Baker, J. and Ozaki, R. (2008), “Pro-environmental products: marketing influence on consumer purchase decision”, Journal of Consumer Marketing, Vol. 25 No. 5, pp. 281-93.
47. Polonsky, M.J., Carlson, L., Grove, S. and Kangun, N. (1997), “International environmental claims: real changes or simple posturing?”, International Marketing Review, Vol. 14 No. 4, pp. 218-32.
48. Polonsky, M.J., Carlson, L., Prothero, A. and Kapelianis, D. (2002), “A cross-cultural examination of the environmental information on packaging: implications for advertisers”, Advances in International Marketing, Vol. 12, pp. 153-74.
49. Ramseur, J.L. (2007), Voluntary Carbon Offsets: Overview and Assessment. Congressional Research Service, Washington, DC, available at: http://assets.opencrs.com/rpts/RL34241_20071107.pdf (accessed April 2008).
50. Riedy, C. and Atherton, A. (2008), Carbon Offset Watch 2008 Assessment Report, Carbon Offset Watch', available at: www.carbonoffsetwatch.org.au/images/carbon%20offset%20report%20sept08.pdf (accessed 23 January 2009).
51. Roberts, J.A. and Bacon, D.R. (1997), “Exploring the subtle relationships between environmental concern and ecologically-conscious behavior”, Journal of Business Research, Vol. 40 No. 10, pp. 79-89.
52. Schlegelmilch, B.B., Bohlen, G.M. and Diamantopoulos, A. (1996), “The link between green purchase decisions and measures of environmental consciousness”, European Journal of Marketing, Vol. 30 No. 5, pp. 35-55.
53. Shove, E. (2003), “Converging conventions of comfort, cleanliness and convenience”, Journal of Consumer Policy, Vol. 26 No. 4, pp. 395-418.
54. Sriram, V. and Forman, A.M. (1993), “Relative importance of products' environmental attributes: a cross-cultural comparison”, International Marketing Review, Vol. 10 No. 3, pp. 51-70.
55. Stone, G., Barnes, J.H. and Montgomery, C. (1995), “ECOSCALE: a scale for the measurement of environmentally-responsible consumers”, Psychology & Marketing, Vol. 12 No. 7, pp. 595-612.
56. Story, L. (2008), “Paying for carbon offsets: US agency questions where the money goes”, International Herald Tribune, p. 12 (January 10).
57. Sujan, M. (1985), “Consumer knowledge: effects on evaluation strategies mediating consumer judgments”, Journal of Consumer Research, Vol. 12 No. 2, pp. 31-46.
58. Tanner, C. and Kast, S.W. (2003), “Promoting sustainable consumption: determinants of green purchases by Swiss consumers”, Psychology and Marketing, Vol. 20 No. 10, pp. 883-902.
59. Terpstra, V., Sarathy, R. and Russow, L. (2006), International Marketing, 9th ed., North Coast Publishers, Garfield Heights.
60. Thøgersen, J. (2000), “Media attention and the market for ‘green’ consumer products”, Business Strategy and the Environment, Vol. 15 No. 3, pp. 145-56.
61. Thøgersen, J. (2004), “A cognitive dissonance interpretation of consistencies and inconsistencies in environmentally responsible behavior”, Journal of Environmental Psychology, Vol. 24 No. 1, pp. 93-103.
62. Tufts Carbon Offset Glossary Climate Initiative (2008), available at: www.tufts.edu/tie/carbonoffsets/glossary.htm (accessed 28 March 2008).
63. United Nations Framework Convention on Climate Change (2008), Kyoto Protocol, available at: http://unfccc.int/kyoto_protoco+l/items/2830.php (accessed 28 June 2008).
64. Vidal, J. (2006), “Australia suffers worst drought in 1,000 years”, The Guardian, 8 November, available at: www.guardian.co.uk/world/2006/nov/08/australia.drought (accessed 7 November 2008).
65. Vlosky, R.P., Ozanne, L.K. and Fontenot, R.J. (1999), “A conceptual model of US consumer willingness-to-pay for environmentally-certified wood products”, Journal of Consumer Marketing, Vol. 16 No. 2, pp. 122-40.
66. Yale University (2008), “2008 environmental performance”, Yale Center for Environmental Law and Policy, available at: http://epi.yale.edu/CountryScores (accessed 10 March 2009).