Interactive effects of message framing and information content on carbon offsetting behaviors

This study examines the effects of message framing and information presentation on tourists' carbon offsetting behaviors within the theoretical framework of heuristic-systematic processing. The interactive effects of message framing and information presentation are assessed on both static and dynamic outcome variables employing a mixed between-within group methodology utilizing two sets of data through a longitudinal 2 × 2 × 2 experimental design. The results reveal that a gain-framed messaging combined with objective climate change information and objective carbon offsetting information results in significantly more positive impacts on changes in purchase intention of carbon offsetting products and increases willingness to pay for carbon offsetting. Conversely, the combination of loss-framed messages and subjective information presentation are shown not only to be ineffective in increasing carbon offsetting behavior but results in declines in tourists’ purchase intention of carbon offsetting products and willingness to pay for carbon offsetting. •Closing the attitude-behavior gap can help promote sustainable tourism in the post-COVID-19 era•A gain-framed objective message is most effective in encouraging carbon offsetting behaviors•Loss-framed subjective messages reduce tourists' purchase intention and willingness to pay•Identify connections among prospect theory, regulatory fit theory, and HSM•Demonstrate that people process information as rational and irrational agents simultaneously