7. Purchase Intention Toward Green Airlines and Willingness to Pay More: Extending the Theory of Planned Behavior

This research attempts to contribute to understanding the formation of pro-environmental behaviors in the airline industry. To this end, the Theory of Planned Behavior (TPB) was extended by adding environmental consciousness to predict the factors that influence consumers’ green airline purchase intention. Another objective of the research was to examine the effect of green purchase intention on willingness to pay more. A web-based questionnaire was developed, and 150 usable questionnaires were collected from the participants. To examine the hypothesized relationships, the partial least squares path modeling (PLS-PM) method was employed by using the “plspm” package in R (a statistical software). The results indicated that the elements of extended TPB (subjective norm, perceived behavioral control, attitude toward green airline, and environmental consciousness) exert a positive effect on green purchase intention. In addition, green purchase intention positively influences willingness to pay more. At the end of the chapter, theoretical contributions and avenues for future research were also discussed.