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観光客のカーボンオフセット参加意欲の探究：知覚されたグリーンウォッシュの調整効果を伴う統合行動フレームワーク

Exploring Tourists’ Willingness to Participate in Carbon Offsetting: An Integrated Behavioral Framework with the Moderating Role of Perceived Greenwashing (原題)

Huan Minh Nguyen, Vu Hoang Anh Thy, Nguyen Thi Hong Gam, Nguyen Thi Hong Gam, Le Chanh Tin

Sustainability📚 査読済 / ジャーナル2026-11-02#炭素価格対象セクター: transport
DOI: 10.3390/su182111177
原典: https://doi.org/10.3390/su182111177

🤖 gxceed AI 要約

日本語

ベトナム・ホーチミン市訪問の国内観光客488人を対象に、価値・アイデンティティ・規範モデル、計画行動理論、保護行動決定モデルを統合し、任意のカーボンオフセット参加意欲を分析した研究。個人的規範と保護行動認知が参加意欲を高める一方、知覚されたグリーンウォッシュがこれらの関係を弱めることを示した。参加意欲の分散の80.5%を説明し、透明で検証可能なオフセット情報発信の重要性を強調する。

English

Surveying 488 domestic tourists in Ho Chi Minh City, this study integrates the Value-Identity-Personal Norm model, Theory of Planned Behavior, and Protective Action Decision Model to explain willingness to participate in voluntary carbon offsetting. Personal norms and protective behavior perceptions drove willingness, while perceived greenwashing weakened these effects. The model explained 80.5% of variance, underscoring the need for transparent, verifiable offset communication.

Unofficial AI-generated summary based on the public title and abstract. Not an official translation.

📝 gxceed 編集解説 — Why this matters

日本のGX文脈において

日本ではJ-クレジットやカーボンオフセット付き商品・旅行の普及が進むが、グリーンウォッシュ懸念が消費者参加の障壁となる。本知見は国内観光・小売業のオフセット訴求設計や信頼性担保の実務に示唆を与える。

In the global GX context

As voluntary offsetting and green-claims scrutiny grow under CSRD and greenwashing regulation, this paper offers behavioral evidence that perceived greenwashing erodes offset participation—relevant to consumer-facing disclosure and claims substantiation.

👥 読者別の含意

🔬研究者:消費者行動モデルを環境規範・グリーンウォッシュ知覚へ拡張する実証枠組みとして参照できる。

🏢実務担当者:オフセット付き商品・旅行の訴求では検証可能で透明な情報開示が参加意欲維持に有効と示唆される。

🏛政策担当者:任意オフセット制度の信頼性担保とグリーンウォッシュ規制の設計に消費者行動面の根拠を提供する。

📄 Abstract（原文）

Understanding tourists’ willingness to participate in voluntary carbon offsetting is essential for designing sustainable tourism initiatives. This study integrates the Value–Identity–Personal Norm model, the Theory of Planned Behavior, and the Protective Action Decision Model to examine participation willingness and the moderating role of perceived greenwashing. Informed by a literature review supported by bibliometric analysis, the proposed model was tested using partial least squares structural equation modeling with 488 valid responses from domestic tourists who had visited Ho Chi Minh City, Vietnam. Survey data were collected between February and March 2026. Biospheric values positively predicted environmental self-identity, which was positively associated with personal norms, subjective norms, and perceived behavioral control. Personal norms and perceived behavioral control positively predicted both protective behavior perceptions and stakeholder perceptions, whereas subjective norms significantly predicted only protective behavior perceptions. Personal norms (β = 0.548) and protective behavior perceptions (β = 0.189) positively predicted willingness to participate, while stakeholder perceptions had no statistically significant direct effect (β = 0.050). Perceived greenwashing weakened the relationships of personal norms (β = −0.374) and protective behavior perceptions (β = −0.337) with participation willingness, but its interaction with stakeholder perceptions was not significant (β = 0.023). The model explained 80.5% of the variance in willingness to participate. These findings highlight moral motivation and perceived action effectiveness as important correlates of participation willingness and supporting transparent, verifiable communication about carbon-offsetting initiatives.

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