Exploring the Influence of Green Mindset on Passengers’ Intentions Toward Sustainable Air Travel: Evidence from Thailand

Abstract

This study investigates the factors that influence passengers’ attitudes and behavioral intentions toward sustainable air travel in Thailand, emphasizing the critical role of environmental awareness. Using a structured questionnaire survey of 400 airline passengers from Thai Airways and Bangkok Airways, this research employs structural equation modeling (SEM) to analyze the relationships among key constructs based on the Theory of Planned Behavior (TPB). The results reveal that environmental awareness significantly impacts green attitude, perceived airline responsibility, and perceived behavioral control, which in turn influence behavioral intention. Notably, green attitude has a direct positive effect on support for sustainable travel actions, whereas perceptions of airline responsibility and behavioral control do not significantly affect behavioral intentions in this context. The findings highlight the importance of environmental education, transparent communication, and accessible offset programs to foster a green mindset among travelers. Policy implications include developing targeted communication strategies, incentive mechanisms, and industry collaborations to promote eco-friendly travel practices. This study concludes with recommendations for policymakers and airlines for enhancing efforts in cultivating environmental awareness, thus supporting Thailand’s commitment to sustainable aviation and global climate goals.