IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i6p2678-d1614714.html
   My bibliography  Save this article

Research on the Influencing Factors of College Students’ Willingness-to-Pay for Carbon Offsets in the Context of Climate Change

Author

Listed:
  • Changyuan Li

    (College of Soil and Water Conservation, Southwest Forestry University, Kunming 650224, China
    School of Business and Tourism, Yunnan University, Kunming 650500, China)

  • Xin Yang

    (College of Humanities and Law, Southwest Forestry University, Kunming 650224, China)

  • Hong Wei

    (Office of the President, Southwest Forestry University, Kunming 650224, China)

  • Zheneng Hu

    (School of Economics, Yunnan University, Kunming 650500, China)

  • Zhuoya Zhang

    (College of Soil and Water Conservation, Southwest Forestry University, Kunming 650224, China
    Ecological Civilization Research Center of Southwest China, National Forestry and Grassland Administration, Southwest Forestry University, Kunming 650224, China)

Abstract

Integrating the theory of planned behavior (TPB) and the norm activation model (NAM), this study investigated the formation mechanism of university students’ willingness-to-pay (WTP) for carbon offsets under climate change. Through a survey of 2728 students across 28 universities in Yunnan Province, China, we developed an extended TPB-NAM framework incorporating carbon offset cognition (COC), climate change hazard perception (CCHP), and climate change awareness (CCA). Key findings revealed the following. (1) The integrated model explained 74.8% of WTP variance (R 2 = 0.748), with behavioral attitude (β = 0.467, p < 0.001), subjective norms (β = 0.297, p < 0.001), and COC (β = 0.087, p < 0.001) emerging as primary direct predictors. (2) PN exerted the strongest indirect effect via ATP (β = 0.223, p < 0.001), while full mediation occurred between AC and WTP through ATP/PN. (3) Counterintuitively, CCHP demonstrated significant negative impacts (β = −0.027, p < 0.01), revealing nonlinear risk perception–behavior relationships. This research pioneers the application of TPB-NAM synthesis in carbon offset studies, proposing a tripartite intervention framework (“value identity–social norms–cognitive drive”) for campus carbon neutrality policies. The results advance voluntary carbon market mechanisms through theoretical integration and contextualized behavioral insights.

Suggested Citation

  • Changyuan Li & Xin Yang & Hong Wei & Zheneng Hu & Zhuoya Zhang, 2025. "Research on the Influencing Factors of College Students’ Willingness-to-Pay for Carbon Offsets in the Context of Climate Change," Sustainability, MDPI, vol. 17(6), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:6:p:2678-:d:1614714
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/6/2678/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/6/2678/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zhijian Bai & Yang Zhang, 2021. "Sustainability of Ski Tourism in China: An Integrated Model of Skiing Tourists’ Willingness to Pay for Environmental Protection," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    2. Nketiah, Emmanuel & Song, Huaming & Adu-Gyamfi, Gibbson & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan, 2022. "Does government involvement and awareness of benefit affect Ghanaian's willingness to pay for renewable green electricity?," Renewable Energy, Elsevier, vol. 197(C), pages 683-694.
    3. Jing Ma & Zhaoyun Yin & Keith W. Hipel & Meng Li & Juntao He, 2023. "Exploring factors influencing the application accuracy of the theory of planned behavior in explaining recycling behavior," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 66(3), pages 445-470, February.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Haichang Guan & Chengfeng Huang, 2025. "Driving Effects and Differences of Transportation Carbon Emissions in the Yangtze River Economic Belt," Sustainability, MDPI, vol. 17(4), pages 1-21, February.
    6. Blasch, Julia & Ohndorf, Markus, 2015. "Altruism, moral norms and social approval: Joint determinants of individual offset behavior," Ecological Economics, Elsevier, vol. 116(C), pages 251-260.
    7. Yu Feng & Yi Feng & Ziyang Liu, 2025. "Normative Influences on Carbon Offset Behavior: Insights from Organic Farming Practices," Sustainability, MDPI, vol. 17(4), pages 1-33, February.
    8. Chaikumbung, Mayula, 2023. "The effects of institutions and cultures on people's willingness to pay for climate change policies: A meta-regression analysis," Energy Policy, Elsevier, vol. 177(C).
    9. Tan, Xueping & Wang, Xinyu & Zaidi, Syed Haider Ali, 2019. "What drives public willingness to participate in the voluntary personal carbon-trading scheme? A case study of Guangzhou Pilot, China," Ecological Economics, Elsevier, vol. 165(C), pages 1-1.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Philippe Le Coent & Raphaële Préget & Sophie Thoyer, 2016. "Do social norms influence farmers’ participation in agri-environmental schemes?," Post-Print hal-02743066, HAL.
    2. Sharkasi, Nora & De Maeyer, Peter & Lababdi, Houyem chaib & AlMansoori, Salma & Agag, Gomaa, 2025. "A sustainable step forward: Exploring factors influencing the purchase intentions towards remanufactured products using fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    3. Rui Zhou & Hiroatsu Fukuda & You Li & Yafei Wang, 2023. "Comparison of Willingness to Pay for Quality Air and Renewable Energy Considering Urban Living Experience," Energies, MDPI, vol. 16(2), pages 1-21, January.
    4. Yu Feng & Yi Feng & Ziyang Liu, 2025. "Normative Influences on Carbon Offset Behavior: Insights from Organic Farming Practices," Sustainability, MDPI, vol. 17(4), pages 1-33, February.
    5. Ma, Jing & Yin, Zhaoyun & McBean, Edward A., 2023. "Does information intervention influence residential waste-source separation behavior?," Utilities Policy, Elsevier, vol. 82(C).
    6. Thi Hoang Ha Tran & Tuan Duong Vu, 2025. "Enhancing Renewable Energy Product Consumption of Young Customers Through Sustainable Development Goals Knowledge: An Application of the Theory of Planned Behavior," Sustainability, MDPI, vol. 17(9), pages 1-21, April.
    7. Zhaoyun Yin & Jing Ma, 2025. "Policy-Driven Changes in Rural Waste Separation: Evidence from a Quasi-Experimental Study," Sustainability, MDPI, vol. 17(11), pages 1-17, May.
    8. Tao, Yujie & Duan, Maosheng & Deng, Zhe, 2021. "Using an extended theory of planned behaviour to explain willingness towards voluntary carbon offsetting among Chinese consumers," Ecological Economics, Elsevier, vol. 185(C).
    9. Badawi Badawi & Muhammad Ridwan Andi Purnomo & Yuni Siswanti & Akhmad Syari’udin & Muamar Nur Kholid & Istyakara Muslichah & Tania Avianda Gusman, 2022. "Religiosity and subjective norm in waqf intention: The mediating role of attitude," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(8), pages 264-275, November.
    10. Tang, Decai & Obuobi, Bright & Nketiah, Emmanuel & Adu-Gyamfi, Gibbson, 2025. "Breaking the energy crisis: Does the role of government support impact Ghanaians' intention to adopt sustainable energy from food waste?," Energy, Elsevier, vol. 320(C).
    11. Maria Andersson & Ola Eriksson & Chris Von Borgstede, 2012. "The Effects of Environmental Management Systems on Source Separation in the Work and Home Settings," Sustainability, MDPI, vol. 4(6), pages 1-17, June.
    12. Tran Huy Phuong & Thanh Trung Hieu, 2015. "Predictors of Entrepreneurial Intentions of Undergraduate Students in Vietnam: An Empirical Study," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(8), pages 46-55, August.
    13. Peng Cheng & Zhe Ouyang & Yang Liu, 0. "The effect of information overload on the intention of consumers to adopt electric vehicles," Transportation, Springer, vol. 0, pages 1-20.
    14. Alsalem, Amani & Fry, Marie-Louise & Thaichon, Park, 2020. "To donate or to waste it: Understanding posthumous organ donation attitude," Australasian marketing journal, Elsevier, vol. 28(3), pages 87-97.
    15. Mohammed Akhmaaj, Asmaeil Ali & Sharif, Mohamed Omar, 2024. "The effects of planned behavior model constructs and technology acceptance model constructs on online purchasing behavior: An empirical study on internet users in the Libya city of Tripoli," Technology in Society, Elsevier, vol. 79(C).
    16. Benoît Lécureux & Adrien Bonnet & Ouassim Manout & Jaâfar Berrada & Louafi Bouzouina, 2022. "Acceptance of Shared Autonomous Vehicles: A Literature Review of stated choice experiments," Working Papers hal-03814947, HAL.
    17. Kristin Thomas & Evalill Nilsson & Karin Festin & Pontus Henriksson & Mats Lowén & Marie Löf & Margareta Kristenson, 2020. "Associations of Psychosocial Factors with Multiple Health Behaviors: A Population-Based Study of Middle-Aged Men and Women," IJERPH, MDPI, vol. 17(4), pages 1-17, February.
    18. Kamruzzaman, Md. & Baker, Douglas & Washington, Simon & Turrell, Gavin, 2013. "Residential dissonance and mode choice," Journal of Transport Geography, Elsevier, vol. 33(C), pages 12-28.
    19. Ficko, Andrej & Boncina, Andrej, 2013. "Probabilistic typology of management decision making in private forest properties," Forest Policy and Economics, Elsevier, vol. 27(C), pages 34-43.
    20. Muhammad Shahid Qureshi & Saadat Saeed & Syed Waleed Mehmood Wasti, 2016. "Erratum to: The impact of various entrepreneurial interventions during the business plan competition on the entrepreneur identity aspirations of participants," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 6(1), pages 1-1, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:6:p:2678-:d:1614714. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.