Article: Voluntary carbon offsetting under the lens of the norm activation model: airline passenger perspectives Journal: International Journal of Sustainable Aviation (IJSA) 2025 Vol.11 No.4 pp.335 - 354 Abstract: This study adopted the norm activation model (NAM) to investigate the factors influencing air passengers' intentions to purchase the airline's voluntary carbon offsetting (VCO) products. This study explores the role of subjective norms, perceived consumer effectiveness, and serial mediation of the NAM's mechanism, which receives less attention in aviation studies. To do that, 410 airline passengers were surveyed, and structural equation modelling (SEM) was utilised to analyse the activation mechanism between various NAM factors. The findings supported all hypotheses initially posited by the NAM, including the significant impact of subjective norms and perceived consumer effectiveness on VOC purchase intention. Importantly, the study found that subjective norms are critical in shaping personal norms. Moreover, by testing serial mediation, this study supports the norm activation mechanism proposed by the original NAM. Such findings are important to airline managers in setting their VCO policies and providing insights for the passengers regarding future travels. Inderscience Publishers - linking academia, business and industry through research

Title: Voluntary carbon offsetting under the lens of the norm activation model: airline passenger perspectives

Authors: Phutawan Ho Wongyai; Teeris Thepchalerm; Thanh Ngo

Addresses: Aviation Business Management, School of Management, Mae Fah Luang University, 333 moo 1 Tasud Mueng Chiang Rai 57100, Thailand ' Aviation Business Management, School of Management, Mae Fah Luang University, 333 moo 1 Tasud Mueng Chiang Rai 57100, Thailand ' School of Aviation, Massey University, 47 Airport Drive, Milson, Palmerston North 4478, New Zealand

Abstract: This study adopted the norm activation model (NAM) to investigate the factors influencing air passengers' intentions to purchase the airline's voluntary carbon offsetting (VCO) products. This study explores the role of subjective norms, perceived consumer effectiveness, and serial mediation of the NAM's mechanism, which receives less attention in aviation studies. To do that, 410 airline passengers were surveyed, and structural equation modelling (SEM) was utilised to analyse the activation mechanism between various NAM factors. The findings supported all hypotheses initially posited by the NAM, including the significant impact of subjective norms and perceived consumer effectiveness on VOC purchase intention. Importantly, the study found that subjective norms are critical in shaping personal norms. Moreover, by testing serial mediation, this study supports the norm activation mechanism proposed by the original NAM. Such findings are important to airline managers in setting their VCO policies and providing insights for the passengers regarding future travels.

Keywords: voluntary carbon offsetting; VCO; airline passenger; norm activation model; NAM; climate change; travel; structural equation modelling; SEM.

DOI: 10.1504/IJSA.2025.150669

International Journal of Sustainable Aviation, 2025 Vol.11 No.4, pp.335 - 354

Received: 07 Mar 2025
Accepted: 04 Jul 2025
Published online: 19 Dec 2025 *

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Title: Voluntary carbon offsetting under the lens of the norm activation model: airline passenger perspectives

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