航空旅客自願碳抵換計畫之參與動機與誘因研究

A Study on Participation Motivations and Incentives for Voluntary Carbon Offset Programs among Air Passengers

本研究探討旅客參與航空自願碳抵換計畫之動機與阻礙，並分析促進參與之誘因。透過選擇實驗，調查380位具搭機經驗之民眾。結果顯示，多數受訪者具永續與低碳意識，但對航空碳抵換計畫認知不足。羅吉特模式分析指出，碳排放抵銷比率、航空公司綠色標章、哩程獎勵及額外服務均能提升參與意願。潛在類別分析將受訪者分為三群：性價比導向（55.3%）、高度環保導向（38.4%）及保守導向（6.3%）。性價比導向者期望更多優惠以增加參與意願，環保導向者則願主動支持，保守導向者非主要對象。研究建議航空公司於避免漂綠疑慮下，強化宣導並結合多元誘因，以提升碳抵換計畫之吸引力與參與意願。

This study investigates air travelers’motivations and barriers regarding voluntary carbon offset programs and identifies effective incentives to bolster participation. A stated preference experiment was conducted with 380 respondents possessing flight experience. Results indicate that while most participants demonstrate awareness of sustainability and low-carbon concepts, their specific knowledge of offset programs remains limited. Logit model analysis reveals that carbon offset ratios, green certification for airlines, mileage rewards, and additional services positively influence participation intent. Latent class analysis categorizes respondents into three distinct groups: value-oriented (55.3%), eco-conscious (38.4%), and conservative (6.3%). Value-oriented travelers require tangible benefits to participate, whereas eco-conscious travelers show strong intrinsic support. The study suggests that airlines should enhance communication and integrate multiple incentives while avoiding potential greenwashing concerns to increase the appeal and participation intent of voluntary carbon offset programs.