Consumer willingness to pay for new airports that use renewable resources Online publication date: Wed, 22-Aug-2018
by Nathan W. Walters; Stephen Rice; Scott R. Winter; Bradley S. Baugh; Nadine K. Ragbir; Emily C. Anania; John Capps; Mattie N. Milner
International Journal of Sustainable Aviation (IJSA), Vol. 4, No. 2, 2018
Abstract: Over the last few decades, awareness and concern for eco-friendly business practices have continued to grow and encompass industrial fields, such as aviation. The current study determines if people will be willing to pay more for the development of an eco-friendly (green) airport compared to a traditional one, and to see if affect mediates that relationship. The researchers conducted a three-study design using over 1,100 participants. The results indicate that participants were significantly more willing to pay for the airport development if it was perceived as a 'green' airport. Affect was found to have a significant role in mediating the relationship between the type of airport and willingness to pay. Participants felt anger and disgust toward paying for a new airport that did not use renewable resources. Practical applications from the current study and topics for future research are presented.
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