Drivers and Barriers to Adopting Sustainable Air Travel Behavior

Abstract

In recent years, concepts such as “sustainable aviation,” “sustainable flying,” and “carbon offset programs” have become more frequently heard. The number of sustainable aviation services is increasing daily, and with the rapid growth of the world economy, passenger flights worldwide are expected to double by 2040 (IATA, 2023). Air transportation accounts for 2.4% of all anthropogenic CO2 emissions and contributes three times more to global warming (Lee et al., 2021). Choosing sustainable air travel will help to reduce CO2 emissions and thus reduce the rate of global warming. However, the drivers and barriers affecting sustainable air travel choices have not yet been fully identified. A better understanding of sustainable airline preferences will enable the development of strategies for behavior change and more effective marketing efforts. In this section, the barriers and drivers to the adoption of sustainable aviation behavior will be discussed.