Q01
Message
All templatesSustainability & Impact
Consumer Trust in Carbon Offset Claims Survey
Measures consumer trust in corporate carbon-offset claims, preferences for emissions reductions vs. offsets, and willingness to pay a premium. Designed to inform ESG strategy, sustainability communications, and brand positioning.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
29 questions · ~12 min
Q02
Multiple Choice
In the past 12 months, have you seen or heard companies make "carbon neutral" or carbon-offset claims?
- Yes
- No
- Not sure
Q03
Message
The next few questions ask how much you trust different types of carbon-offset claims companies make.
Q04
Message
Now, think about what information would change how much you trust an offset claim. For each detail below, indicate how much it would increase or decrease your trust.
Q05
Opinion Scale
When it comes to addressing their environmental impact, where should companies place greater emphasis?
Scale: 1 – 7
Min:Much greater emphasis on directly reducing emissionsMax:Much greater emphasis on purchasing carbon offsets
Q06
Opinion Scale
If you trusted a company's carbon-offset claims, how willing would you be to pay a premium for their product?
Scale: 1 – 7
Min:Not at all willingMax:Extremely willing
Q07
Multiple Choice
In the past 12 months, have you personally paid extra for carbon offsets (e.g., at checkout, for flights, or via donations)?
- Yes
- No
- Not sure
Q08
Long Text
What would most increase your confidence in a company's carbon-offset claims?
Q09
Dropdown
What is your age?
- Under 18
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q10
Message
Thank you for completing this survey—your perspectives are valuable and will help inform research on corporate climate action. Your responses have been recorded.
Q11
Multiple Choice
Where have you seen or heard these claims? (Select all that apply.)
- On product packaging
- On company websites
- In advertisements (online, TV, print)
- In-store signage
- On social media
- In sustainability or CSR reports
- In news articles or press releases
- Other (please specify)
Q12
Opinion Scale
How much do you trust a company that claims: "We are carbon neutral"?
Scale: 1 – 7
Min:Do not trust at allMax:Trust completely
Q13
Opinion Scale
How would your trust in a carbon-offset claim change if the company provided independent third-party verification of its offsets?
Scale: 1 – 7
Min:Greatly decrease my trustMax:Greatly increase my trust
Q14
Ranking
Rank the following factors by how much they matter to you when evaluating a company's carbon-offset claims. (1 = most important)
- Evidence is specific and verifiable
- Offsets address only unavoidable emissions
- Environmental additionality is demonstrated
- Long-term monitoring is in place
- Cost-effectiveness of the offset
- Brand or company credibility
Drag to rank
Q15
Opinion Scale
How likely are you to choose a product with credible carbon-offset claims over a similar product without such claims, if both are the same price?
Scale: 1 – 7
Min:Not at all likelyMax:Extremely likely
Q16
Multiple Choice
Where did you pay for carbon offsets? (Select all that apply.)
- Air travel offset add-on
- Retail checkout add-on (online or in-store)
- Donation to a climate project
- Utility or energy green tariff
- Subscription to a climate or tree-planting program
- Other (please specify)
Q17
AI Interview
Based on your responses in this survey, please share any additional thoughts or feelings about companies' use of carbon offsets and their approach to climate action.
Q18
Multiple Choice
Which best describes your gender?
- Woman
- Man
- Non-binary
- Prefer to self-describe
- Prefer not to say
Q19
Opinion Scale
How much do you trust a company that claims: "This product's carbon emissions have been fully offset"?
Scale: 1 – 7
Min:Do not trust at allMax:Trust completely
Q20
Opinion Scale
How would your trust change if the company disclosed specific project details (e.g., location, project type, developer)?
Scale: 1 – 7
Min:Greatly decrease my trustMax:Greatly increase my trust
Q21
Ranking
Rank the following climate actions in order of where you think companies should invest most. (1 = highest priority)
- Emissions reductions in own operations
- Supplier and logistics decarbonization
- Product design and efficiency improvements
- High-quality nature-based offsets (e.g., reforestation)
- High-quality technology-based carbon removals
- Measurement, reporting, and verification (MRV)
Drag to rank
Q22
Dropdown
Where do you currently live?
- Africa
- Asia
- Europe
- Latin America & Caribbean
- Middle East
- North America
- Oceania
- Prefer not to say
Q23
Opinion Scale
How much do you trust a company that claims: "We offset X tonnes of CO₂ annually through verified projects"?
Scale: 1 – 7
Min:Do not trust at allMax:Trust completely
Q24
Opinion Scale
How would your trust change if the company published a transparent cost breakdown showing how offset funds are spent?
Scale: 1 – 7
Min:Greatly decrease my trustMax:Greatly increase my trust
Q25
Dropdown
What is the highest level of education you have completed?
- Less than high school
- High school or equivalent
- Some college or associate degree
- Bachelor's degree
- Postgraduate degree
- Prefer not to say
Q26
Opinion Scale
How much do you trust a company that claims: "Certified carbon neutral by an independent third party"?
Scale: 1 – 7
Min:Do not trust at allMax:Trust completely
Q27
Opinion Scale
How would your trust change if the company demonstrated that its offsets are additional (i.e., would not have happened without the company's funding)?
Scale: 1 – 7
Min:Greatly decrease my trustMax:Greatly increase my trust
Q28
Multiple Choice
What is your current employment status?
- Full-time
- Part-time
- Self-employed
- Student
- Homemaker
- Unemployed
- Retired
- Prefer not to say
Q29
Opinion Scale
How would your trust change if the company provided regular public progress reports on its offset projects?
Scale: 1 – 7
Min:Greatly decrease my trustMax:Greatly increase my trust
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- Goes beyond a single trust rating by testing five distinct claim types (self-declared, product-level, tonnage-based, third-party certified) to see which specific wording actually builds credibility.
- Includes a dedicated block on what would increase trust — independent verification, project detail disclosure, cost breakdowns, additionality, and progress reporting — giving ESG teams actionable levers, not just a score.
- Pairs ranking questions (priority of reduction vs. offsetting, order of climate actions) with willingness-to-pay and choice-likelihood scales to connect trust directly to purchase behavior.
- Closes with an AI follow-up interview that adaptively probes open-ended reasoning behind respondents' trust and WTP answers, plus an auto-generated report — depth a static claims-testing form can't produce.
SurveySparrow
Consumer Brand Preference Questionnaire Template | To know the effect of advertisementThis is a general brand-preference/advertising-effect template, not a carbon-offset or sustainability-claims instrument, so it would need heavy rebuilding to measure trust in ESG claims specifically. It's a fielding-ready template for its stated purpose, with SurveySparrow's usual conversational form style.
What it does well
- Conversational, chat-style survey format that can improve completion rates
- Ready-to-use template structure for measuring general brand perception
Where it falls short
- No content addressing carbon-offset trust, ESG claim types, or willingness-to-pay for sustainability premiums
- Static question flow with no adaptive AI follow-up probing on open-ended answers
SurveyMonkey
Messaging/claims Testing Survey TemplateThis is a general-purpose claims/messaging-testing template, useful for gauging reaction to specific marketing statements but not built around carbon offsets, ESG trust drivers, or offset-related willingness to pay. It is a fielding-ready generic template that a sustainability team would need to substantially customize.
What it does well
- Purpose-built for testing how different message wording lands with audiences
- Backed by SurveyMonkey's established survey distribution and panel tools
Where it falls short
- No carbon-offset-specific content (claim types, additionality, certification trust) out of the box
- Fixed question set with no adaptive AI interview to probe why a claim was or wasn't trusted
- No transparent, published prompt methodology behind any AI-assisted analysis
Frequently asked questions
What questions are in the “Consumer Trust in Carbon Offset Claims Survey” template?
The template includes 29 ready-to-use questions, starting with: “Welcome, and thank you for participating in this research study on carbon offsets and emissions reductions. This survey…” · “In the past 12 months, have you seen or heard companies make "carbon neutral" or carbon-offset claims?” · “The next few questions ask how much you trust different types of carbon-offset claims companies make.”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 29 questions in about 12 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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