An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender

Abstract

Abstract:In recent years, as natural environmental problems have become more serious, environmentally friendly airlines have been attracting attention from many practitioners and scholars. The purpose of this study was to apply the concept of psychological benefits of green brands in an environmentally friendly airline context. Based on the theoretical relationships between the conceptual constructs, a model was developed and then evaluated using data collected from 322 airline passengers in Korea. The results indicated that the three sub-dimensions of psychological benefits of green brands (i.e. warm glow, self-expressive benefits and nature experiences) help to enhance the overall image of an environmentally friendly airline. Furthermore, the overall image plays an important role in the formation of three outcome variables: intentions to use, word-of-mouth intentions and willingness to pay more. Lastly, gender moderates the relationship between overall image and intentions to use.

Impact of airport green atmospherics on mental health value, image, and loyalty among visitors and workers

“…Green physical surroundings of a building/place are irrefutably a core aspect of NBS (Gascon et al, ; Han et al, ; Lafortezza et al, ; Liang et al, ). An airport's green atmospherics that visitors and workers are likely to perceive/feel can be green spaces/areas for resting/waiting for flights, various living plants (e.g., flowers, trees, potted plants) in cafés/restaurants/shopping places, green interior décor, surrounding natural environment (e.g., ocean, river, lake, natural park, forest), fresh air (e.g., dust free, natural scent), and comfortable weather (e.g., temperature, humidity; Han, ; Hwang & Choi, ; Moon et al, ; Moon, Yoon, & Han, ; Pietilä et al, ). Muposhi and Dhurup () and Han and Hyun () asserted that green physical environment as NBS is of essence in reliving individuals' mental anxiety/stress and increasing place image.…”

“…2.1 | Airport and green atmospherics as NBS Green airport designs are becoming increasingly important in lowering carbon emissions (Jkassim & Hussien, 2014) as well as improving the occupants' pleasurable experiences (Hwang & Choi, 2018;Moon et al, 2016). That is, it is not only contributive to the environmental protection but also contributive to the occupants' positive responses.…”

“…Green physical surroundings of a place/building as NBS are also believed to be advantageous for proprietors in an environmental, social, and economical way as compared to traditional ones (Lafortezza et al, ). The effective use of green atmospherics as NBS in business generate effective solutions for improving the individuals' mental health/emotional well‐being, increasing the image/reputation of the place, and eliciting positive behaviors for a place/firm (Hwang & Choi, ; Hwang & Lyu, ; Liang et al, ; Muposhi & Dhurup, ; Nikolaidis, Kolokotsa, & Banwart, ). Likewise, the adequate implementation of NBS in operating an airport can be critical as it affects both airport visitors' and workers' health and behaviors.…”

Factors Triggering Customer Willingness to Travel on Environmentally Responsible Electric Airplanes

“…Our results provided evidence that patrons' perception of an airline company's environmental corporate social responsibility has a significant influence on the image of the airline, plays a critical role in activating their sense of moral obligation, and eventually builds a sturdy intention to use the airline. While some endeavors have been made to uncover airline patrons' environmentally responsible behaviors [2,44], the perception of an airline company's corporate social responsibility practices for the natural environment, and its effect on patrons' intention generation process have hardly been explored. The present study is accordingly evocative, theoretically and practically, since it offers a better comprehension regarding the vital role of environmental corporate social responsibility in illuminating patrons' intentions with respect to environmentally responsible airlines.…”

“…With growing concern for the environment and increasingly strict environmental regulations, the lessening of environmental harms related to airline operation remains a primary issue within the aviation industry [1,2]. Given the increasing need for sustainable business practices in the aviation industry [1,3,4], an environmentally responsible electric airplane is considered an emerging product [5].…”