Table 1.

Classification of corporate climate claims according to the type of message communicated

Type of environmental claim	Description of claim a)	Application to voluntary carbon offsets offered by airlines b)
Product claims	Refer to the ecological attributes of a product.	Describe the general environmental attributes of carbon offsetting or the specific characteristics of the airlines’ offsetting program.
Process claims	Refer to the ecological performance of a process or technique.	Describe aspects of the process of setting up, managing and marketing carbon offset projects, such as the methodologies used to calculate carbon offsets, third‐party certification and standard setting.
Image claims	Enhance organizations’ green image to amass public support.	Position the airline as a green firm with the aim of increasing their credibility and attracting flyers with strong climate concerns.
Fact claims	Are independent factual statements about the environment.	Offer factual information on the topic of flying or carbon offsetting.

^a) From Carlson et al.,^{[ 27 ]} as presented in Guix, Ollé, and Font^{[ 7 ]}

^b) From Guix, Ollé, and Font.^{[ 7 ]}