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The development of ‘green’ airports: Which factors influence willingness to pay for sustainability and intention to act? A structural and mediation model analysis

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  • Winter, Scott R.
  • Crouse, Sean R.
  • Rice, Stephen

Abstract

The study's purpose was to determine which factors influence a consumer's willingness to pay for sustainability and their intention to take action against climate change related to airports. An expanding body of literature relates to assessing whether consumers would be willing to pay for these ‘green’ practices in the aviation industry, such as biofuels or sustainable airport construction/renovations. While previous studies have experimentally examined these scenarios, we are aware of no prior research that has proposed and assessed a structural model related to determining which factors influence consumer's perspectives on ‘green’ airports. A sample of 722 eligible participants from the United States completed the study using Amazon's Mechanical Turk. We examined future time perspective, affect toward climate change, the perceived value of sustainability, and perceptions of climate change on the endogenous variables of willingness to pay for sustainability and intentions to take action against climate change. Six of the seven hypotheses proposed were supported. Affect, perceived value, and perceptions of climate change were all significant and positively related to willingness to pay, which was positively associated with intention to act. Two non-hypothesized paths, between perceived value and future time perspective, were also positively related to intention to act. The model explained 42% of the variance in willingness to pay and 66% in intention to act. These findings offer insights into what factors significantly influence these relationships as they relate to airports. Perceived value and perceptions of climate change had the largest effect sizes in the model and were significantly related to willingness to pay and intentions to act.

Suggested Citation

  • Winter, Scott R. & Crouse, Sean R. & Rice, Stephen, 2021. "The development of ‘green’ airports: Which factors influence willingness to pay for sustainability and intention to act? A structural and mediation model analysis," Technology in Society, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:teinso:v:65:y:2021:i:c:s0160791x21000518
    DOI: 10.1016/j.techsoc.2021.101576
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    1. Peter Korba & Ingrid Sekelová & Martina Koščáková & Annamária Behúnová, 2023. "Passengers’ Knowledge and Attitudes toward Green Initiatives in Aviation," Sustainability, MDPI, vol. 15(7), pages 1-25, April.
    2. Ahmed Eid & May Salah & Mahmoud Barakat & Matevz Obrecht, 2022. "Airport Sustainability Awareness: A Theoretical Framework," Sustainability, MDPI, vol. 14(19), pages 1-22, September.

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