 Emotions and caring mediate the relationship between knowledge of sustainability and willingness to pay for greener aviationNadine K. Ragbir, Stephen Rice, Scott R. Winter and Elaine C. Choy Technology in Society, 2021, vol. 64, issue 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. Keywords: Sustainability; Green aviation; Willingness to pay; Mediation; Affect (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:64:y:2021:i:c:s0160791x2031294x DOI: 10.1016/j.techsoc.2020.101491 Access Statistics for this article Technology in Society is currently edited by Charla Griffy-Brown More articles in Technology in Society from Elsevier |
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