Greening the Skies by Impact of Green Marketing on the Competitiveness of the Ethiopian Aviation Sector With the Mediating Role of Eco-Labeling

Abstract

This chapter looks at the connection between Ethiopia's aviation industry's competitiveness and green marketing, emphasizing the function that eco-labeling plays as a mediator. A survey was carried out among 450 stakeholders, encompassing airline passengers, industry professionals, and legislators. The study takes a quantitative approach and makes use of several statistical methods. First, to determine if the sample is sufficient for factor analysis, the Kaiser-Meyer-Olkin (KMO) test is performed. The measurement model is then validated, and the validity and reliability of the components are confirmed, using confirmatory factor analysis (CFA). The final step involves testing the hypothesized links between eco-labeling, green marketing, and the competitiveness of the Ethiopian aviation sector using structural equation modeling (SEM) with the AMOS program. The results indicate that the competitiveness of the Ethiopian aviation sector is significantly enhanced by green marketing, and that this link is somewhat mediated by the adoption and use of eco-labeling techniques.