This study applies a hierarchical pattern analysis to examine how tourists' carbon offset willingness intersects with behavioural profiles. Using FP-Growth on data from nearly 80,000 visitors to the Canary Islands (2022−2023), it shows that carbon offsetting is shaped not only by environmental values but also by cognitive engagement, planning autonomy, and dependence on mass-tourism infrastructures. The analysis identifies four tourist profiles, from non-compensators with routinized behaviours to highly proactive tourists integrating sustainability into their consumption. The study proposes targeted policies such as opt-out defaults, symbolic eco-incentives, loyalty schemes, and participatory governance. Findings highlight the need for multi-layered sustainability strategies that move beyond binary classifications of environmental commitment. • The three-level hierarchical analysis classifies tourists by carbon offsetting and behaviour. • Non-compensators follow structured travel but rely on mass tourism and ignore environment. • Low-to-moderate compensators face barriers to integrate low-effort sustainable actions. • Transitional and high compensators match values and behaviour across autonomy levels. • Policy advice targets behavioural segmentation, nudging, and supply-side changes.
Santana-Padrón et al. (Sat,) studied this question.