The Theory of Planned Behavior and Its Influences on Willingness-To-Pay for Green Air Travel: A Values Orientation Perspective

• Main Authors: Yraola III, Silvestre D., Mendiola, Anna A.
• Format: text
• Published: Archīum Ateneo 2024
• Subjects: pro-environmental behavior; value-belief-norm theory; carbon offsets; greenhouse gas emissions; civil aviation
• Online Access: https://archium.ateneo.edu/jmgs/vol12/iss1/4; https://archium.ateneo.edu/context/jmgs/article/1226/viewcontent/JMGS_2012.1_20__20Yraola_20_26_20Mendiola_20__20The_20Theory_20of_20Planned_20Behavior_20__20L2_20SPACING.pdf
• Institution: Ateneo De Manila University

Civil aviation’s contribution to the increase in greenhouse gas (GHG) emissions is well established. Similarly, the tourism or leisure travel sector is known as the major driver of commercial air travel. While mitigation efforts to reduce the sector’s impact, such as carbon offsetting, are available, availing of such efforts has cost implications for the traveler. This present research combined the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory to determine the influences on air travelers’ willingness-to-pay (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. Businesses may consider the findings 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 behave pro-environmentally.