The Theory of Planned Behaviour and Influences on Willingness-to-pay for Green Air Travel from a Values Orientation Perspective

Silvestre D. Yraola III will defend his MS in Sustainability Management Thesis entitled "The Theory of Planned Behaviour and Influences on Willingness-to-pay for Green Air Travel from a Values Orientation Perspective"

March 22, 2023 at 10:30am-12:00pm

His adviser is Anna A. Mendiola, PhD.

His panelists are:

Jean Mier J. Mejares, M.S.

Alvin Patrick M. Valentin, PhD

Abstract:

Civil aviation’s contribution to the increase in GHG emissions is well established. Similarly, tourism or leisure travel is known as the major sector that drives commercial air travel. Mitigation efforts such as carbon offsetting to reduce the sector’s impact are available. However, availing of such efforts has cost implications to the traveler. This 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. Possible implications on messaging to encourage WTP were also discussed.