Green Purchase Intention in the Air Travel Industry: Influence of Environmental Knowledge and Attitude

Today, air travel accounts for a significant portion of global carbon dioxide emissions and is a major source of greenhouse gases. Therefore, sustainability concerns are central to all efforts within the air travel industry. Increasing awareness of environmental sustainability also drives customers’ purchasing decisions. Although the literature on green purchasing behaviors has been thoroughly researched, explanations for travelers’ green purchasing behaviors are limited. This study aims to provide a deeper understanding of green purchase intention within the context of the air travel industry. In doing so, this study investigates the direct and indirect effects of environmental knowledge through green attitude in general on green purchase intention. The data collection process was completed with the questionnaire technique collected from 156 respondents from Turkey. The partial least squares structural equation modeling (PLS-SEM) technique was employed in the analysis of the research model. Research findings showed that there are significant and positive relationships between environmental knowledge, green attitude in general, and purchase intention. Moreover, green attitude appeared to significantly mediate the relationship between environmental knowledge and green purchase intention. As a result, increased environmental knowledge among consumers should not be ignored as it influences purchase intention directly and indirectly in air travel consumption.