Abstract
ABSTRACT This study developed a framework of the self-identity-based electric product adoption model to comprehend air travelers’ intentions to adopt eco-friendly electric airplanes. Through a quantitative process and survey method, our analysis revealed that the model satisfactorily accounted for the travelers’ eco-friendly airplane adoption intentions. The model comprised the concepts of green self-identity, care for environmental consequences, green moral obligation, attitude, and anticipated feelings. Moreover, we extended the model by considering the moderating impact of perceived risks. Overall, this study successfully provided a sufficient understanding of travelers’ eco-friendly technology product adoption behaviors in the airline context.
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