Support for green initiatives in aviation: A case study across American aviation consumers

Abstract

Green initiatives are at the forefront of many minds. The purpose of this study was to assess the type of person who would be willing to support (WTS) green initiatives in commercial aviation. A quantitative methodology and non-experimental research approach were used in this study. A two-stage approach was used to create a regression equation and test model fit. Five-hundred and one participants were recruited for the study. The dataset was randomly divided into two groups to facilitate the two-stage approach. The study used seven possible predictors to determine willingness to support green initiatives in commercial aviation. A statistically significant model was created from Stage 1 and validated in Stage 2. We identified four predictors (Future Time Perspective, Perceived Value, Perception of Climate Change, and Affect) of passengers willing to support green initiatives in commercial aviation while explaining 73.9 % of the variance. The equation showed good model fit and accurately predicted consumer scores. Many aviation studies have examined consumers' willingness to support green initiatives. This study aimed to identify what type of passenger is willing to support green initiatives in commercial aviation and provide a discussion on how these views can inform the development of effective policies that promote a more sustainable future for commercial aviation.