Eco-labels and their influence on consumers' decision making in the aviation sector
This paper focuses on eco-labels, as an educative nudge and measures its ability to create transparency on the environmental impact of a commercial flight as well as its influence on the passengers choice making. The increasing concerns about the environment in our society led to more pro-environmental consumer behaviour. Resulting from social norms, values and beliefs people act more environmental-friendly which leads to several improvements in several industries. However, this picture is slightly different in the airlines industry, where few people want to forgo the possibility to fly. This is shown in the tremendously growing number of air passenger and the growth of new 〖CO〗_2 emissions, which outpaces the savings of current innovations in the aviation sector. A discrete-choice-model experiment with 202 participants measured that there is a willingness-to-pay for better ratings of eco-labelled aircraft. The respondents slightly prefer good scores for attributes that measure non-domestic impacts (e.g., total emissions of flight) to characteristics that measure domestic impacts (e.g., noise level or starting and landing emissions). In particular, respondents that have a firm intention of behaving pro-environmental choose the best ratings despite the price of the corresponding flight.
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ATRS 23rd World Conference
2-5 July 2019