An examination of the gap between carbon offsetting attitudes and behaviors: Role of knowledge, credibility and trust

This study explores factors that contribute to the gap between hospitality consumers' beliefs toward carbon offsetting and their actual behaviors by evaluating the interactions between knowledge, credibility, and trust and their impacts on behavioral intentions. Findings suggest that knowledge, trust, and credibility impact tourists' attitudes in different manners and to different degrees. The study further shows that objective knowledge has more significant impacts on attitudes than subjective knowledge, and that opposing trends are shown between trust in hospitality companies and credibility of climate science. Findings indicate disparate impacts of knowledge on attitudes and perceived behavioral control though the mediating factors of trust and credibility. Implications for messaging, education, and possible interventions to increase participation levels in voluntary carbon offset programs are discussed.