Psychological Determinants of Carbon Offset Intention in Air Travel: The Roles of Values, Eco‐Guilt and Authenticity

ABSTRACT Air travel remains a significant contributor to global carbon emissions, yet voluntary carbon offsetting (VCO) participation among passengers is persistently low. This study examines the psychological mechanisms shaping travellers' intentions to engage in VCO using a value‐extended Stimulus–Organism–Response framework. Three value‐based stimuli: egoistic values, altruistic values and social consumption motivation are proposed to influence two organismic states: attitudes towards VCO and eco‐guilt. Using survey data from 300 Malaysian respondents planning international travel and analysed through partial least squares path modelling, the findings indicate that egoistic values predict attitudes, while altruistic values and social consumption motivation jointly shape both attitudes and eco‐guilt, with social consumption motivation exerting the strongest effect. Attitudes and eco‐guilt are both associated with VCO intention, supporting a dual cognitive–affective mechanism. Authenticity exhibits an asymmetric moderating role by strengthening the eco‐guilt–intention relationship but not the attitude–intention link. Predictive assessment using CVPAT confirms the model's robustness. Overall, the study demonstrates how value orientations shape prospective travellers' intention to offset flight emissions through both cognitive and affective processes, with eco‐guilt reflecting a moral–emotional response and authenticity reinforcing its translation into behavioural intention. These findings offer practical guidance for airlines and policymakers seeking to increase VCO participation through psychologically informed interventions.