Irmak Sener

I am Irmak Sener. I am a Master's student of Economics and Management Science with a specialization on Quantitative Management at Humboldt University Berlin. Previously, I obtained a Bacherlor's Degree in Industrial Engineering with a Minor in Economics from Bilkent University, Ankara, Turkey.

I wrote my master's thesis with Marketing Chair of my university, under the supervision of Prof. Dr. Daniel Guhl. My thesis aims to investigate the consumer attitude towards carbon offsetting in online retail context. In order to do so, a survey with a choice experiment is designed and administered via Sawtooth Software. Upon estimating individual utilities with HB, using Sawtooth's market simulation, willingness to pay for carbon offsetting in online shopping under a competitive scenario is calculated. With the help of the market simulation tool of Sawtooth Software, the market share gained by introducing carbon offsetting to this market is obtained.

The motivation behind this thesis topic is to attempt to understand consumer behavior with respect to carbon offsetting in online retail better and investigate the consumer heterogeneity. This is important as the fashion industry's role in climate change is questioned more and more. The study contributes to the carbon offsetting literature by addressing a gap, as the majority of similar studies focus on the mobility sector. The results demonstrate to the companies how carbon offsetting can create an extra revenue stream that can help them to share the environmental cost of consumption with the end consumers.