Global climate change is quite possibly the most serious challenge that faces us today. Consumers and businesses alike are thinking more seriously about their environmental impact and what they can do to reduce their carbon footprint. One industry uniquely tied to the environment and concerned with its well-being is the ski industry and one way to achieve this reduction is through carbon offsets. Using data collected through a contingent valuation study regarding consumer behavior, this thesis analyzes the factors that affect consumers' willingness to pay (WTP) for carbon offsets in the ski industry. The study finds that age, gender, and climate knowledge are highly influential on WTP, and that the use of tax credits as an incentive provides the greatest increase in consumer WTP.
