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What are passenger perspectives regarding airlines' environmental protection? An empirical investigation in Taiwan

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  • Niu, Shih-Yuan
  • Liu, Chiung-Lin
  • Chang, Chih-Ching
  • Ye, Kung-Don

Abstract

Many airlines recognize the importance of environmental protection. The airlines implement a number of environment-friendly activities related to in-flight services and wish to trigger passengers' support and therefore inquire as to their preferences. Because these activities are not identical between airlines, it is not known which items are actually supported and which items are opposed. In this paper, major airline environmental protection activities were collated, and the Smart partial least square software was used to analyse data from 442 passengers who have experienced air travel in the past 3 years. The results showed that in general, passengers would prefer to choose airlines that supported environmental protection activities. However, several activity items would be rejected if passengers felt their rights or interests being compromised. It was also indicated that people from countries at different stages of economic development had varying preferences regarding their support of airlines' environmental protection activities, and the young generation had more concern about environmental protection than others. The findings of this research could be beneficial for airlines setting up their differentiated marketing strategies for enhancing both environmental protection efforts and business performance.

Suggested Citation

  • Niu, Shih-Yuan & Liu, Chiung-Lin & Chang, Chih-Ching & Ye, Kung-Don, 2016. "What are passenger perspectives regarding airlines' environmental protection? An empirical investigation in Taiwan," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 84-91.
    • Handle: RePEc:eee:jaitra:v:55:y:2016:i:c:p:84-91
    DOI: 10.1016/j.jairtraman.2016.04.012
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    3. Shihong Zeng & Yujia Qin & Guowang Zeng, 2019. "Impact of Corporate Environmental Responsibility on Investment Efficiency: The Moderating Roles of the Institutional Environment and Consumer Environmental Awareness," Sustainability, MDPI, vol. 11(17), pages 1-21, August.
    4. Ilkhanizadeh, Shiva & Karatepe, Osman M., 2017. "An examination of the consequences of corporate social responsibility in the airline industry: Work engagement, career satisfaction, and voice behavior," Journal of Air Transport Management, Elsevier, vol. 59(C), pages 8-17.
    5. Lee, Kuen-Chang & Tsai, Wen-Hsien & Yang, Chih-Hao & Lin, Ya-Zhi, 2018. "An MCDM approach for selecting green aviation fleet program management strategies under multi-resource limitations," Journal of Air Transport Management, Elsevier, vol. 68(C), pages 76-85.
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