Tourists who care deeply about sustainability are not necessarily willing to pay extra to reduce the environmental impact of their holidays, according to new research from the University of Portsmouth.
The study found that 63.7 per cent of tourists with stronger sustainability values said they would be willing to pay for carbon offsets, compared with 34.9 per cent of those with more moderate values. But even among the more environmentally conscious group, more than one in three were unwilling to pay.
The research suggests that while sustainability values can help identify tourists who may be more receptive to carbon-offset schemes, concern about climate change does not automatically translate into action.
The findings come amid growing scrutiny of greenwashing and the credibility of environmental claims made by businesses, including those in the tourism industry.
New European Union rules under the Empowering Consumers for the Green Transition Directive (EU) 2024/825, which have applied since 27 September 2026, strengthen protections against misleading environmental marketing. The changes place greater emphasis on the credibility of sustainability claims, making it increasingly important for businesses to understand how consumers interpret and respond to environmental messages.
Our findings show that even people who place a high value on protecting the environment are not automatically willing to pay more to reduce the impact of their holidays. Understanding that gap is important if we want to develop carbon-offset schemes that people are willing to support.
Professor Yuksel Ekinci, School of Strategy, Marketing and Innovation, University of Portsmouth
Professor Yuksel Ekinci, School of Strategy, Marketing and Innovation , University of Portsmouth said: "Our findings show that even people who place a high value on protecting the environment are not automatically willing to pay more to reduce the impact of their holidays. Understanding that gap is important if we want to develop carbon-offset schemes that people are willing to support."
Published in the journal Sustainability, the research examined whether tourists could be grouped according to their sustainability values, and whether these groups differed in their concern about global warming and willingness to pay for carbon offsets.
The researchers identified four areas of sustainability values: respect for nature, social equity and solidarity, tolerance, and shared responsibility. They used these to identify two groups of tourists with higher and more moderate sustainability values.
Those in the higher-values group expressed greater concern about global warming and were almost twice as likely to say they would pay to offset carbon emissions.
But the results also suggest that sustainability-minded tourists should not be treated as a single group. While some were prepared to pay extra, others were not, despite expressing strong support for sustainability.
Sustainability values can help businesses understand which tourists may be more receptive to carbon-offset initiatives, but they should not assume that concern about climate change will automatically translate into a purchase. Schemes need to be clear, credible and straightforward for customers to assess.
Professor Ekcini, University of Portsmouth
Carbon offsets allow travellers to pay towards projects intended to reduce or remove greenhouse gas emissions elsewhere, compensating for emissions associated with activities such as flying. However, consumers may find it difficult to assess whether the projects deliver the environmental benefits they promise.
The researchers suggest that offset providers need to make their schemes credible, transparent and easy to evaluate, clearly explaining what payments fund, how projects are verified and how environmental benefits are calculated.
Professor Ekcini said: "Sustainability values can help businesses understand which tourists may be more receptive to carbon-offset initiatives, but they should not assume that concern about climate change will automatically translate into a purchase. Schemes need to be clear, credible and straightforward for customers to assess."
As governments and regulators place greater emphasis on transparent and trustworthy environmental claims, the research highlights the importance of understanding consumer behaviour alongside improving the environmental performance of tourism itself.
The study provides further evidence that understanding differences between tourists could help the industry develop more effective approaches to sustainable travel, while recognising that environmental concern does not necessarily lead to action.
