A Value–Belief–Norm (VBN) Approach to Visitor Attitudes Toward Carbon Offsetting in Protected Areas

The tourism industry is recognized as a major contributor to greenhouse gas emissions, significantly advancing climate change. Carbon offsetting is often suggested as an ancillary approach to alleviate or counterbalance inevitable emissions generated by tourism activities; nevertheless, what is the public impression of this measure? When are they expected to engage in it? This study employing the Value–Belief–Norm theory (VBN) mainly aims to investigate the influence of visitors’ value orientations on their overall perceptions regarding carbon offsetting within the leisure context of protected-area visitation—a realm where leisure pursuits represent a considerable contributor to carbon emissions. A total of 517 protected-area visitors in Spain and 383 in the Netherlands participated in the study. Results indicate that individuals who prioritize biospheric and altruistic values are more likely to exhibit robust support for carbon offsetting initiatives in protected areas, demonstrating the importance of fundamental value orientations in shaping pro-environmental attitudes. In addition, the findings stress human accountability for climate repercussions and reveal offsetting alternatives as ethically justifiable and effectively gratifying. The study offers governance-related implications, indicating that harmonizing carbon offsetting programs with fundamental societal principles may bolster the perceived legitimacy of offsetting initiatives, foster visitor involvement, and lead to improved environmental results.