Exploring Airline Passengers' Environmental Attitudes and Behaviors: Factor Analysis of Carbon Emission Reduction Strategies

This study investigates the environmental attitudes and behaviors of airline passengers in relation to their willingness to pay for carbon credits, utilizing exploratory factor analysis (EFA) on survey data collected from passengers of full-service airlines in Thailand. The methodology involved structured questionnaires assessing seven key dimensions: Environmental Knowledge, Environmental Concern, Connectedness to Nature, Subjective Norms, Perceived Behavior Control, Attitude, and Willingness to pay for Carbon. The results reveal seven main factors influencing passenger behavior in the context of rising climate change concerns. Notably, higher environmental knowledge is associated with more informed decision-making regarding sustainable travel, while social influence and perceived behavioral control significantly increase the likelihood of participation in carbon offset programs. The findings underscore the importance of social dynamics and community involvement, particularly the role of emotional bonds to nature, in shaping pro-environmental behaviors. These insights suggest that airlines should leverage targeted environmental policies and marketing strategies such as educational campaigns and open access to carbon offset programs that directly address these factors. Such initiatives can enhance passenger engagement, boost support for environmental projects, and contribute to reducing greenhouse gas emissions within the aviation sector. Moreover, the study finds that passengers are willing to pay approximately 170 THB per person for international flights, with 94.5% of travelers expressing a readiness to pay for environmental initiatives.