The Theory of Planned Behavior and Influences on Willingness-To-Pay for Green Air Travel: A Values Orientation Perspective
Date of Award
5-1-2023
Document Type
Thesis
Degree Name
Master of Science in Sustainability Management
First Advisor
Anna A. Mendiola, PhD
Abstract
Civil aviation’s contribution to the increase in GHG emissions is well established. Similarly, tourism or leisure travel is known as the major sector that drives commercial air travel. Mitigation efforts such as carbon offsetting to reduce the sector’s impact are available. However, availing of such efforts has cost implications to the traveler. This research combined the theory of planned behavior (TPB) and the valuebelief- norm (VBN) theory to determine the influences on air travelers’ willingness-topay (WTP) for green air travel. A total of 305 respondents were surveyed for this paper. The findings were generally consistent with literature on the applicability of TPB and VBN as influences on pro-environmental behavior. Results showed that attitudes and subjective norms significantly influence WTP. The results also established that attitudes, subjective norms, and perceived behavioral control significantly mediated the effects of egoistic, altruistic, and biospheric values on air travelers’ WTP for green air travel. The findings could be considered by businesses in designing green products, crafting messaging calling for increased pro-environmental behavior, and evaluating the premium that customers are willing to pay to patronize green products or to behave pro-environmentally.
Recommended Citation
Yraola III, Silvestre D., (2023). The Theory of Planned Behavior and Influences on Willingness-To-Pay for Green Air Travel: A Values Orientation Perspective. Archīum.ATENEO.
https://archium.ateneo.edu/theses-dissertations/845
