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Emotions and caring mediate the relationship between knowledge of sustainability and willingness to pay for greener aviation

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  • Ragbir, Nadine K.
  • Rice, Stephen
  • Winter, Scott R.
  • Choy, Elaine C.

Abstract

Sustainable initiatives continue to be a major focus of worldwide industries, and this has also become relevant within the aviation industry. As the move to incorporate and switch to sustainable practices increases, the question becomes whether passengers will be willing to pay more for sustainable aviation. Building upon prior research, the purpose of the current study was to identify which factors act as significant mediators between a participant's general knowledge of sustainability, their aviation-specific knowledge of sustainability, and their willingness to pay for greener aviation. Two significant mediators, caring and happiness, were found to explain the relationship between both independent variables and willingness to pay. These findings support the idea that the relationship felt toward sustainability is one that is largely connected through and explained by emotions and how much people care about sustainability. The paper concludes with a discussion of the findings and the practical applications of these results.

Suggested Citation

  • Ragbir, Nadine K. & Rice, Stephen & Winter, Scott R. & Choy, Elaine C., 2021. "Emotions and caring mediate the relationship between knowledge of sustainability and willingness to pay for greener aviation," Technology in Society, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:teinso:v:64:y:2021:i:c:s0160791x2031294x
    DOI: 10.1016/j.techsoc.2020.101491
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    References listed on IDEAS

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    1. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    2. Adelina Gschwandtner, 2018. "The Organic Food Premium: A Local Assessment in the UK," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 25(2), pages 313-338, May.
    3. Rice, Stephen & Winter, Scott R. & Mehta, Rian & Ragbir, Nadine K., 2019. "What factors predict the type of person who is willing to fly in an autonomous commercial airplane?," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 131-138.
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    Cited by:

    1. Ahmed Eid & May Salah & Mahmoud Barakat & Matevz Obrecht, 2022. "Airport Sustainability Awareness: A Theoretical Framework," Sustainability, MDPI, vol. 14(19), pages 1-22, September.
    2. Junika Napitupulu & Septony B. Siahaan & Sunday Ade Sitorus, 2023. "Renewable Energy and its Moderation on Green Home Selection in Indonesia: Bridging Environment, Product, and Value," International Journal of Energy Economics and Policy, Econjournals, vol. 13(6), pages 259-269, November.
    3. Song, Yan & Zhang, Lu & Zhang, Ming, 2022. "Research on the impact of public climate policy cognition on low-carbon travel based on SOR theory—Evidence from China," Energy, Elsevier, vol. 261(PA).
    4. 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.
    5. 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).

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