Assessment of Voluntary Carbon Markets

The goal of this study was to assess the viability of the existing voluntary carbon market to support the development of a specific business concept in that market. A review of literature and market data was employed to determine current and projected future market demand and to segment and analyze the market. Organizations and individuals were surveyed concerning their receptiveness to a variety of product options in the voluntary market. Seventy percent of individuals were likely to participate in the most favoured option, with greatest receptiveness from self-identified “green” consumers. Ninety percent of organizations would be willing to pay to employ employee generated offsets as part of larger sustainability initiatives. The strongest response came from mid-size or larger organizations that are not subject to existing or proposed emissions regulations. A strategy for entry into the voluntary market is proposed based on these favourable results.