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Understanding External and Internal Drivers in Shaping Carbon Offsetting Efficacy and Behavior in E-Commerce

In: People, Society, and Ethical Challenges of Information Systems

Author

Listed:
  • Christian Meske

    (Ruhr University Bochum, Chair of Socio-Technical System Design & AI)

  • Hüseyin Hussein Keke

    (Ruhr University Bochum, Chair of Socio-Technical System Design & AI)

Abstract

Human actions in various areas are driving carbon emissions, which have a significant impact on climate change and hence humans worldwide. Amongst other, consumer activities including online shopping exacerbate that effect. One countermeasure is to offset the carbon emissions caused. However, knowledge about the driving factors that increase consumers’ willingness to offset emissions is scarce. Deriving hypotheses from literature with the theoretical lens of Value-Attitude-Behavior Hierarchy (VABH) and using structural equation modeling, this study shows that internal drivers (environmental values, mindfulness, and response efficacy) and external drivers (social influence) significantly impact offset willingness, consequently affecting offsetting behavior. To shed light on this aspect, we conducted a correlational study. 250 Participants made purchases on a fictitious online store to investigate the underlying drivers of pro-environmental behavior. We discuss the results and derive implications for research as well as practice.

Suggested Citation

  • Christian Meske & Hüseyin Hussein Keke, 2026. "Understanding External and Internal Drivers in Shaping Carbon Offsetting Efficacy and Behavior in E-Commerce," Lecture Notes in Information Systems and Organization, in: Christoph M. Flath & Gunther Gust & Frédéric Thiesse & Axel Winkelmann (ed.), People, Society, and Ethical Challenges of Information Systems, pages 135-150, Springer.
    • Handle: RePEc:spr:lnichp:978-3-032-08486-6_10
    DOI: 10.1007/978-3-032-08486-6_10
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