Factors Triggering Customer Willingness to Travel on Environmentally Responsible Electric Airplanes

What is it about?

Utilizing a quantitative methodological approach, the present study presented and investigated an integrated model embracing environmental corporate social responsibility, image, emotional attachment, attitude, and moral norms in order to explicate airline patrons’ intention formation for adopting eco-friendly electric airplanes. Our findings revealed that the proposed associations among research constructs were all significant, and that image, emotional attachment, attitude, and moral norms significantly mediated the effect of environmental corporate social responsibility on intention. In addition, the salient role of the image of electric airplanes in building intention was uncovered. Despite the importance of greening airline products in the aviation industry, electric airplanes are a topic that has barely been explored. The results of this study can help airline practitioners and researchers to understand consumer readiness and willingness to adopt such eco-friendly alternatives to conventional air-flights. Implications are discussed

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Why is it important?

With growing concern for the environment and increasingly strict environmental regulations, the lessening of environmental harms related to airline operation remains a primary issue within the aviation industry . Given the increasing need for sustainable business practices in the aviation industry, an environmentally responsible electric airplane is considered an emerging product. An electric airplane refers to an eco-friendly aircraft, mostly powered by battery-based electric motors. Because of its environmentally friendly nature (e.g., no greenhouse gas emissions, no jet fuel use) meeting the sustainable development need of the airline marketplace around the globe, flying on an electric airplane is broadly believed to be an eco-friendly alternative to conventional aircraft powered by aviation fuel

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