Carbon emission reductions and offsets: Consumer perceptions of firm environmental sustainability

This paper studies how carbon emission reductions and offsets influence consumer perceptions of firm environmental sustainability. We hypothesize that consumers perceive firms that reduce (vs. offset) internally (vs. in the supply chain) as more sustainable, since these options are perceived to take...

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Bibliographic Details
Published in:Journal of cleaner production 2024-09, Vol.470, p.143300, Article 143300
Main Authors: Utgård, Jakob, Gaustad, Tarje
Format: Article
Language:English
Subjects:
Altruism
carbon
Carbon emissions
Carbon offsets
climate change
Effort
environmental sustainability
Firm sustainability
supply chain
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Summary:This paper studies how carbon emission reductions and offsets influence consumer perceptions of firm environmental sustainability. We hypothesize that consumers perceive firms that reduce (vs. offset) internally (vs. in the supply chain) as more sustainable, since these options are perceived to take more effort, used as a heuristic for altruism and sustainability. We also hypothesize that knowledge about climate change and offsets reduce the reliance on effort. The results from three experiments show that firms that reduce are perceived as more sustainable than firms that offset emissions, and that this effect is mediated through perceived effort and altruism. Reducing or offsetting internally (vs. in the supply chain) does not influence perceived sustainability, and knowledge about climate change or offsets does not reduce the effect of reduction (vs offsets). Employee participation in the offsetting does not increase perceived effort and sustainability.
ISSN:0959-6526
DOI:10.1016/j.jclepro.2024.143300