The aviation sector's contribution to global CO2 emissions is expected to grow disproportionately as other industries transition to lower-carbon fuels more rapidly. This thesis investigates how "hybrid" green fares, which bundle Sustainable Aviation Fuel (SAF) surcharges with climate project contributions, influence the purchasing process in a post-COVID-19 environment. Using an online survey of 303 experienced air travelers, the study presented respondents with a realistic booking scenario featuring four fare options: Economy Basic, Economy Basic Plus, Economy Green, and Economy Flex. The results showed that approximately 19.8% of participants selected the Economy Green option. While price focus was identified as a major barrier—reducing the odds of choosing a green fare by roughly 66% for every standard deviation increase in price sensitivity—the study found that socio-demographic factors like age and gender were relatively weak predictors of choice compared to psychological constructs.The research integrated the Norm Activation Model and the Theory of Planned Behavior to identify the primary drivers of sustainable ticket selection. Personal moral obligation emerged as the most significant positive predictor; individuals who felt a strong moral duty to fly sustainably were more than three times as likely to select the green fare. Additionally, travelers who placed a high value on receiving granular CO2 information and those who held high levels of trust in the airline's intentions were significantly more likely to adopt the environmentally branded option. Interestingly, general environmental concern and "flight shame" did not significantly predict fare choice when moral obligation and trust were accounted for, highlighting a persistent "attitude-behavior gap" where broad concerns do not necessarily translate into higher-priced purchases. For airline management, these findings suggest that green fares should be framed around moral and informational values rather than just technical or environmental content. Because trust in the airline to use surcharges as advertised is a critical predictor of purchase, investing in transparency and third-party auditing is a business requirement for the success of these products. The study concludes that while most travelers remain price-driven, a distinct "morally-involved" segment exists that will pay a premium if provided with credible, clear information and a trustworthy
- Quote paper
- Udeept Detha (Author), 2025, Factors Influencing the Purchasing Process in Air Travel, Munich, GRIN Verlag, https://www.grin.com/document/1684139
