Factors Influencing the Purchasing Process in Air Travel

Table of Contents

1 Introduction

1.1 Purpose of this Thesis

1.2 Research Gap

1.2.1 No comprehensive framework to assess various CO2-reduction mechanisms and tools within each purchase?

1.2.2 Limited Understanding of How Psychological Constructs and Construct Clarity Relate to Multi-Option Selection Situations

1.2.3 Absence of Accurate Current Green Fare Practices and Post COVID Booking Trends

1.3 Research Objective and Research Questions

1.4 Thesis Structure

2 Theoretical Background and Hypothesis Development

2.1 Model used for analysis

2.2 Emotional Influences: Guilt and Flight Shame

2.3 Fairness and Trust in Perception

2.4 The Hypothesis

3 Methodology

3.1 The Research Philosophy

3.2 Research Design

3.2.1 Deductive Testing of Theory

3.2.2 Quantitative mono-method design

3.2.3 Other elements of this research approach

3.2.4 Explanatory Cross-Sectional Designs

3.2.5 Scenario-based fare choice

3.2.6 Survey Instrument and Measurement

3.2.7 Fare menu and dependent variable

3.2.8 Evaluating perceptions of Economy Green fare

3.2.9 Instrument (mandatory charge vs voluntary offset)

3.2.10 Socio-Demographic and Travel Behavior

3.2.11 Empirical Study Target Population and Inclusion Criteria

3.2.12 A fixed order was used to arrange the questionnaire

3.3 Sample selection and quality of responses

3.3.1 Data protection and ethical considerations

3.3.2 Methods for Preparing and Analyzing Data

3.3.3 Creation of composite scales

4 Result

4.1 Results of the Measurement Model

4.1.1 Distribution of fare choice and sensitivity to price

4.1.2 Model Performance and Multicollinearity

4.2 Hypothesis Testing and Findings

5 Conclusion

5.1 Integrating Academic and Managerial Perspectives

Research Objectives and Topics

This thesis investigates how airline passengers evaluate and select flights based on fare options containing integrated CO2 reduction mechanisms. It specifically explores how psychological factors, such as moral obligation and trust, interact with price sensitivity and fare design to influence consumer choices in a post-COVID-19 environment.

• Analysis of consumer preference profiles for green vs. traditional fare types.
• Examination of the impact of psychological variables like flight shame, moral obligation, and green trust on purchasing decisions.
• Assessment of how ticket framing (e.g., mandatory vs. voluntary surcharges) affects perceived fairness and value.
• Identification of distinct traveler segments based on their trade-offs between price, flexibility, and climate responsibility.

Excerpt from the Book

Summary of Chapters

1 Introduction: Provides an overview of aviation's contribution to climate change and outlines the study's research objectives and structural framework.

2 Theoretical Background and Hypothesis Development: Reviews existing literature on sustainable aviation practices and establishes the conceptual model linking consumer psychology to fare selection.

3 Methodology: Details the scenario-based online survey design, the statistical approach (logistic regression), and the recruitment of participants for the study.

4 Result: Presents the empirical findings of the study, including descriptive statistics and the results of the three nested regression models analyzing fare choice.

5 Conclusion: Summarizes the key findings regarding the impact of moral obligation and trust on fare selection and provides implications for airline management and future research.

Keywords

Aviation, CO2 emissions, Sustainable aviation fuel, Voluntary carbon offsets, Green fare, Consumer behavior, Theory of Planned Behavior, Norm Activation Model, Willingness to pay, Price sensitivity, Flight shame, Carbon labeling, Airline management, Market segmentation, Sustainability

Frequently Asked Questions

What is the core focus of this master thesis?

The thesis examines the factors influencing how air travelers make purchasing decisions when faced with various "green" fare options that include carbon-related surcharges or offsets alongside traditional fare attributes like price and flexibility.

What are the primary themes investigated?

The study centers on the intersection of consumer psychology (values, norms, emotions like flight shame) and market-based instruments (SAF, carbon offsets, branded green fares) within the airline industry.

What is the main research objective?

The primary goal is to understand how airline passengers select and assess flights featuring embedded CO2 reduction mechanisms and how individual perceptions and beliefs influence this decision-making process.

What methodology was employed?

The research used a quantitative, scenario-based online survey of 303 experienced air travelers, applying a nested logistic regression analysis to determine the predictors of choosing "Economy Green" fares.

What is discussed in the main body of the work?

The main sections cover the theoretical grounding in the Norm Activation Model and Theory of Planned Behavior, the design of a realistic flight booking experiment, and a detailed statistical analysis of how variables like moral obligation and trust influence fare choices.

Which keywords best characterize this research?

Key terms include Sustainable Aviation Fuel (SAF), Voluntary Carbon Offsets (VCO), Green Fare, Flight Shame, Price Sensitivity, and Consumer Behavior.

How does the COVID-19 pandemic influence the research findings?

The thesis highlights post-COVID-19 behavioral shifts, such as increased uncertainty and a trend toward booking closer to departure, which impacts how consumers interact with optional CO2 surcharges.

What role does the "personal moral obligation" variable play?

Personal moral obligation is identified as the most statistically significant predictor of choosing a green fare, with respondents feeling a sense of duty to mitigate the climate impact of their flights significantly more likely to select the more sustainable option.