Do social norms regarding carbon offsetting affect individual preferences towards this policy? Results from a stated choice experiment

• Social norm towards flight-related carbon offsetting are examined.
• Respondents gained utility from carbon offsetting.
• People gain more utility from carbon offsetting when collective participation rates are high.
• Baggage allowance and the eco-efficiency strongly influence respondents’ airline choices.

This study investigates the idea that people’s willingness to offset flight-related carbon emissions is a function of the collective participation rate, which can be regarded as a social norm, towards carbon offsetting. Additionally, we reveal people’s preferences toward two other environmental policies; a baggage allowance and airline eco-efficiency index. A discrete choice experiment is designed and administrated among a sample of air travelers. The results indicate that carbon offsetting generates utility, with people gaining more utility when the collective participation rate is high. Additionally, it was found that the baggage allowance and the eco-efficiency index strongly influenced respondents’ airline choices. People also became more sensitivity towards a baggage allowance and the eco-efficiency label, when the collective offsetting rate was high.