ACM publishes behavioral research into CO2 compensation when purchasing airline tickets

The Netherlands Authority for Consumers & Markets (ACM) has commissioned an investigation into the extent to which consumers understand the claims about CO2 compensation when purchasing airline tickets.

Kantar has conducted research on behalf of the ACM into how consumers understand carbon offset claims, what consumers think of carbon offset claims, what information consumers consider important in this regard and what influence additional information about carbon offset claims has on consumers' purchasing decisions.

The main results of the research into the valuation of CO2 claims when purchasing airline tickets are:

• Terms such as 'CO2 neutral' are poorly understood.
• Less than half of consumers see a difference between CO2 reduction and CO2 compensation.
• Consumers have little confidence in carbon offset claims and believe that independent certificates would increase trust.
• Consumers find a clear explanation of CO2 compensation claims important. More, better and clearer information will help them better understand carbon offset claims. At the same time, the research shows that additional information does not always lead to a different purchase decision.
• Four out of ten consumers consider it important that some form of CO2 compensation is offered, but in practice the price is the most important aspect when purchasing a plane ticket.