Consumer Awareness of Green Aviation and Its Influence on Airline Choice Behavior
Keywords:
Airline Choice Behavior, Consumer Awareness, Green AviationAbstract
This study examines the correlation between consumer awareness of green aviation initiatives and airline selection behavior, utilizing the Theory of Planned Behavior (TPB) as the theoretical framework. This research employs a quantitative survey of 250 air travelers in Bangkok to investigate awareness of sustainable aviation fuels, carbon offset programs, and environmental certifications, as well as attitudes toward eco-friendly airlines and purchasing intentions. The findings indicate moderate to high consumer awareness (M = 3.51), elevated positive attitudes (M = 4.11), and moderately high purchasing intentions (M = 3.90). Correlation analysis reveals significant positive associations between awareness and attitude (r = .62, p < .01), attitude and intention (r = .68, p < .01), and awareness and intention (r = .58, p < .01). Mediation analysis indicates that attitude partially mediates the relationship between awareness and intention. The results corroborate the Theory of Planned Behavior model within the realm of green aviation, emphasizing that both cognitive (awareness) and affective (attitude) elements influence pro-environmental airline choice. The research provides theoretical insights into sustainable tourism and practical recommendations for airlines, advocating for transparent and emotionally resonant communication strategies to promote consumer acceptance of eco-friendly services.References
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