항공 승객의 자발적 탄소상쇄 프로그램 참여 동기가 행동의도에 미치는 영향: 확장된 계획행동이론(ETPB) 적용 = The effects of motivations for voluntary carbon offset program participation on behavioral intentions among airline passengers: Application of the extended theory of planned behavior (ETPB)

다국어 초록 (Multilingual Abstract)

This study estimated the effects of voluntary carbon offsetting (VCO) program participation motivations on behavioral intentions among airline passengers, based on the extended theory of planned behavior (ETPB). Using the motivation toward the environment scale (MTES) and grounded in self-determination theory (SDT), participation motivations were classified into intrinsic motivation and extrinsic motivation (identified regulation, introjected regulation, and external regulation). The study examined the impacts of these motivations on core components of the TPB (attitude and subjective norm), as well as the effects of attitude, subjective norm, and perceived behavioral control on behavioral intentions. Data were collected between June 14 and June 21, 2025 from 397 respondents who had experience using domestic and international flights. Participants watched an informational video about the VCO program and then responded to an online survey. Results of PLS-SEM indicated that intrinsic motivation and identified regulation positively influenced attitude and subjective norm, introjected regulation significantly influenced attitude but did not affect subjective norm. Additionally, external regulation did not significantly influence attitude but significantly affected subjective norm. Finally, attitude, subjective norm, and perceived behavioral control significantly influenced behavioral intention, this study provides practical implications for airlines to develop strategies that encourage participation in voluntary carbon offsetting programs, supporting eco-friendly marketing and ESG management practices.