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航空旅客はなぜ、いつカーボンオフセットするのか：環境的動機、知覚便益、旅行目的

Why and When Airline Passengers Offset Carbon: Environmental Motivation, Perceived Benefits, and Travel Purpose (原題)

Bharis Hongsakul, Apinya Ingard, Mallika Subongkod

Sustainability📚 査読済 / ジャーナル2026-10-25#炭素価格対象セクター: transport
DOI: 10.3390/su182110821
原典: https://doi.org/10.3390/su182110821

🤖 gxceed AI 要約

日本語

タイの航空旅客357人を対象に、環境的動機がカーボンオフセット行動に与える影響をValue–Belief–Norm理論と知覚価値概念で分析した研究。知覚便益が部分媒介し、旅行目的が出張時に調整効果を強めることを示す。オフセット促進策を旅客セグメント別に設計する示唆を与える。

English

Survey of 357 Thai airline passengers using Value–Belief–Norm and perceived value theory. Environmental motivation raises perceived offset benefit (β=0.524) and offsetting behavior (β=0.276); perceived benefit partially mediates and travel purpose moderates, with stronger effects among business travelers. Supports segment-tailored offset promotion.

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

日本では航空脱炭素がCORSIAやSAF導入と並ぶ論点となるが、本稿は需要側の消費者行動に着目する点で、企業の出張オフセット制度設計や従業員向けカーボンオフセット施策の参考になる。

In the global GX context

Adds demand-side behavioral evidence to aviation decarbonization debates dominated by CORSIA, SAF, and offset integrity. Useful for voluntary offset program design and for understanding how business travel mandates shape offsetting uptake.

👥 読者別の含意

🔬研究者:消費者行動理論を脱炭素行動に適用する際の媒介・調整モデルの実証例として参照できる。

🏢実務担当者:出張者向けオフセット制度を設計する際、便益の可視化と出張セグメント別訴求が有効という示唆。

🏛政策担当者:航空オフセットの任意制度設計において、便益認知と旅行目的別のインセンティブ設計が uptake を左右する点に留意。

📄 Abstract（原文）

Carbon offsetting is a critical mechanism for mitigating the environmental impacts of air travel. However, a clear understanding of the mechanisms linking environmental motivation to carbon offsetting behavior across different travel contexts remains limited. This study aimed to examine the influence of environmental motivation on the carbon offsetting behavior of airline passengers by investigating the mediating role of perceived benefit of offsetting and the moderating role of travel purpose. The study adopted the Value–Belief–Norm theory and the Perceived Value concept as its primary theoretical foundations, supplemented by the Theory of Planned Behavior to provide a behavioral interpretation framework. Data were collected from 357 airline passengers in Thailand, with data from 50 passengers utilized for exploratory factor analysis and a non-overlapping dataset of 307 passengers employed for confirmatory factor analysis and covariance-based structural equation modeling. The results revealed that environmental motivation had a positive influence on perceived benefit of offsetting (β=0.524, p<0.001) and carbon offsetting behavior (β=0.276, p=0.003), while perceived benefit of offsetting positively influenced carbon offsetting behavior (β=0.215, p=0.013) and functioned as a partial mediator (indirect effect =0.113, p=0.028). Furthermore, travel purpose moderated the relationship between environmental motivation and carbon offsetting behavior, with this effect being stronger among business travelers. The findings expand knowledge in sustainable aviation by demonstrating that the translation of environmental motivation into carbon offsetting behavior occurs through both perceived benefit mechanisms and contextual travel conditions, which can be applied to design tailored carbon offsetting promotion interventions for distinct passenger segments.

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