Sustainable Airline Choice: The Role of Environmental Awareness, Carbon Offsets, and Perceived Corporate Social Responsibility

Abstract

ABSTRACT This study examines the interplay between environmental awareness, attitudes toward carbon offsetting, and perceived corporate social responsibility in airline choices. Using the Theory of Planned Behavior as a theoretical framework, it integrates individual attitudes, subjective norms, and perceived behavioral control to explore consumer decision‐making in the context of sustainable air travel. A mixed‐method approach involved qualitative content analysis of airline sustainability initiatives and quantitative survey data from 408 international air travelers. Results reveal that environmental awareness directly influences airline choice and indirectly does so via carbon offset attitudes. Additionally, perceived corporate social responsibility moderates the relationship between carbon offset attitudes and airline choice, amplifying the impact when corporate social responsibility perceptions are strong.

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