A Carbon Price By Another Name May Seem Sweeter: Consumers Prefer Upstream Offsets to Equivalent Downstream Taxes

David Hardisty, University of British Columbia, Canada
Alec Beal, University of British Columbia, Canada
Ruben Lubowski, Environmental Defense Fund, USA
Annie Petsonk, Environmental Defense Fund, USA
Rainer Romero-Canyas, Environmental Defense Fund, USA
In three studies examining U.S. consumer preferences in the airline industry, we find that consumers respond significantly more favorably to "upstream" offsets than to other frames such as "downstream" taxes. Furthermore, these framing differences are moderated by political ideology, such that Republicans show a particular distaste for downstream taxes.
[ to cite ]:
David Hardisty, Alec Beal, Ruben Lubowski, Annie Petsonk, and Rainer Romero-Canyas (2017) ,"A Carbon Price By Another Name May Seem Sweeter: Consumers Prefer Upstream Offsets to Equivalent Downstream Taxes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 654-654.