“Donate to offset your carbon footprint”: Exploring Intention-Behavior gap in two locations with different susceptibility of forest fire

The Intention–behavior (I-B) gap has received significant attention in Information Systems research, yet most studies focus on behaviors yielding immediate personal benefits. Addressing this gap, this study examines behaviors that offer non-immediate public advantages, using the context of carbon offsetting through tree-planting donations. Guided by Temporal Self-Regulation Theory, we investigate the causes of the I-B gap and explore whether environmental context shapes this relationship. Using scenario-based surveys, this study compares two locations with contrasting environmental risks: Location 1, prone to frequent forest fires, and Location 2, with a much lower risk. Findings show that environmental context significantly influences how intention translates into behavior. In high-risk areas, injunctive norms directly drive behavior, overriding personal intention. In lower-risk areas, descriptive norms negatively and injunctive norms positively moderate the I-B relationship. These insights deepen understanding of the context-dependent nature of the I-B gap and inform the design of tailored digital interventions.