Improving carbon offsetting appeals in online airplane ticket purchasing: testing new messages, and using new test methods

Nazila Babakhani, Brent W. Ritchie, Sara Dolnicar
  • Journal of Sustainable Tourism, November 2016, Taylor & Francis
  • DOI: 10.1080/09669582.2016.1257013

What is it about?

We use eye-tracking to develop better ways to increase the uptake of voluntary carbon offsets among airline passengers.

Why is it important?

Environmental sustainability is one of the challenges of humanity. Tourism contributes significantly to environmental damage. Tourism is the 5th largest polluting industry, generating 5% of global CO2 emissions and 14% of total greenhouse gas emissions (UNWTO 2009). New ways of reducing the negative environmental impact of tourism are critically important in view of making this industry more sustainable.


Professor Sara Dolnicar
University of Queensland

For many years now have I been doing research in the area of environmentally sustainable tourism. But in recent year I have become really very passionate about it again. They key reason for this passion is that all my current studies – many conducted in collaboration with my colleagues in Slovenia – use experimental designs and actual measures of behaviour as opposed to relying on people reporting their own behaviour. I feel that this is the only way to develop new approaches to making tourists behave in a more environmentally friendly way.

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The following have contributed to this page: Professor Sara Dolnicar