Journal article
Can message framings influence air passengers' perceived credibility of aviation voluntary carbon offsetting messages?
Journal of sustainable tourism, Vol.27(9), pp.1416-1437
02/09/2019
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Abstract
Past literature has identified low purchase rates of aviation voluntary carbon offsetting (VCO) schemes. A lack of credibility of such schemes has been identified as a key obstacle, yet little attention has been given on how to enhance perceived credibility. Using communication theory, this study examines effects of message framing on consumers' perceived credibility of aviation VCO messages. Data were drawn from a representative sample of 1680 Australians. The results revealed that spatial distance framing influences air passengers' perceived credibility of aviation VCO messages. Messages focusing on the influence of VCO programs on the environment of a local community obtain higher perceived credibility than those located in other countries. The study also found the interaction of spatial and temporal distance framing effects were different based on consumers' past purchase experience. The findings suggest how airlines should design messages and refine them based on consumers' past experience of aviation VCOs.
Details
- Title
- Can message framings influence air passengers' perceived credibility of aviation voluntary carbon offsetting messages?
- Creators
- Beile Zhang - University of QueenslandBrent Ritchie - University of QueenslandJudith Mair - University of QueenslandSally Driml - University of Queensland
- Publication Details
- Journal of sustainable tourism, Vol.27(9), pp.1416-1437
- Publisher
- Taylor & Francis
- Number of pages
- 22
- Grant note
- This research was supported by an Australian Research Council (ARC) grant (project LP150101001).
- Identifiers
- 991013310019002368
- Academic Unit
- Office of the PVC (Academic Innovation)
- Language
- English
- Resource Type
- Journal article