Consumer (passengers/tourists); The travelling public could become potential allies to mobilise to bottom-up pressure to decarbonise. Increasingly, they make informed ‘green’ choices, though purchasing behavior and voluntary offsetting programmes (WEF 2011: 22). They need to be informed about the reason and opportunities for leveraging their green and informed purchasing behavior to ‘push’ change; carbon disclosure reporting; and practical ways of engaging in low-carbon lifestyles though voluntary offsetting of emissions. They need to be aware of full assessment of GHGs generated at destination, not limited to local operations, but including goods imported for tourism purposes and of course the international travel contribution. They also need to be reassured that life-cycle analysis and product/service labeling/certification (for example for biofuels production or ‘green’ flights) are based on globally harmonized standards. Otherwise, the risks of market distortions, greenwashing, a lack of integrity, and, ultimately, a ‘false’ low-carbon economy become real prospects. The type of behavioral change and informed choices needed from consumers are not to travel less, but to choose environmentally friendly means of travel.