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Research on the Influencing Factors of College Students’ Willingness-to-Pay for Carbon Offsets in the Context of Climate Change

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  • Changyuan Li

    (College of Soil and Water Conservation, Southwest Forestry University, Kunming 650224, China
    School of Business and Tourism, Yunnan University, Kunming 650500, China)

  • Xin Yang

    (College of Humanities and Law, Southwest Forestry University, Kunming 650224, China)

  • Hong Wei

    (Office of the President, Southwest Forestry University, Kunming 650224, China)

  • Zheneng Hu

    (School of Economics, Yunnan University, Kunming 650500, China)

  • Zhuoya Zhang

    (College of Soil and Water Conservation, Southwest Forestry University, Kunming 650224, China
    Ecological Civilization Research Center of Southwest China, National Forestry and Grassland Administration, Southwest Forestry University, Kunming 650224, China)

Abstract

Integrating the theory of planned behavior (TPB) and the norm activation model (NAM), this study investigated the formation mechanism of university students’ willingness-to-pay (WTP) for carbon offsets under climate change. Through a survey of 2728 students across 28 universities in Yunnan Province, China, we developed an extended TPB-NAM framework incorporating carbon offset cognition (COC), climate change hazard perception (CCHP), and climate change awareness (CCA). Key findings revealed the following. (1) The integrated model explained 74.8% of WTP variance (R 2 = 0.748), with behavioral attitude (β = 0.467, p < 0.001), subjective norms (β = 0.297, p < 0.001), and COC (β = 0.087, p < 0.001) emerging as primary direct predictors. (2) PN exerted the strongest indirect effect via ATP (β = 0.223, p < 0.001), while full mediation occurred between AC and WTP through ATP/PN. (3) Counterintuitively, CCHP demonstrated significant negative impacts (β = −0.027, p < 0.01), revealing nonlinear risk perception–behavior relationships. This research pioneers the application of TPB-NAM synthesis in carbon offset studies, proposing a tripartite intervention framework (“value identity–social norms–cognitive drive”) for campus carbon neutrality policies. The results advance voluntary carbon market mechanisms through theoretical integration and contextualized behavioral insights.

Suggested Citation

  • Changyuan Li & Xin Yang & Hong Wei & Zheneng Hu & Zhuoya Zhang, 2025. "Research on the Influencing Factors of College Students’ Willingness-to-Pay for Carbon Offsets in the Context of Climate Change," Sustainability, MDPI, vol. 17(6), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:6:p:2678-:d:1614714
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    References listed on IDEAS

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