Young consumers' attitudes towards voluntary carbon offsetting
基于计划行为理论，通过对25名丹麦年轻消费者的定性访谈，发现他们对自愿碳抵消知之甚少且感到复杂，导致不信任和负面看法，为企业沟通碳抵消项目提供指导。
Abstract Voluntary carbon offsetting (VCO) programmes are an initiative to reduce global carbon emissions and are increasing in popularity among companies, despite controversies and debates regarding the effect of offsetting activities on carbon emissions. VCO has become an important aspect of the sustainability and marketing strategies of companies. Few studies have researched the consumer aspect of companies using carbon offsetting in marketing. This study explores the knowledge, attitudes and behavioural intentions of young Danish consumers towards carbon offsetting. Qualitative interviews with 25 young Danish consumers were conducted based on the theory of planned behaviour, which was used as a conceptual framework. The results of the study indicate that the young consumers have little knowledge of VCO and perceive the topic as complicated and difficult. This contributes to distrust and negative perceptions of carbon offsetting programmes. In conclusion, guidance for companies to communicate carbon offsetting programmes is provided.