Article
Biofuel and Commercial Aviation: Will Consumers Pay More For It?
International Journal of Sustainable Aviation
(2017)
Abstract
Biofuels are a promising fuel alternative because they decrease the amount of CO2 released by aircraft and counteract the depletion of oil reserves necessary for producing kerosene-based jet fuel. This may alter passengers' perceptions towards jet fuel and cause them to re-evaluate the dollar worth of an airline ticket. The purpose of the current research was to investigate how the implementation of biofuels into commercial aviation affects a passenger's willingness to pay (WTP). The study looked at three dependent variables: WTP more for airfare, amount/percentage of increase/decrease in ticket cost and their sustainability views. The findings indicate consumer WTP 13% extra for biofuel, and overall, consumers felt that using biofuel was a more sustainable practice than using traditional jet fuel. The majority of this effect was due to emotions mediating the relationship between type of fuel and WTP.
Keywords
- affect,
- biofuel,
- consumer perceptions,
- aviation,
- mediation,
- universal faces,
- airline passengers
Disciplines
Publication Date
2017
DOI
https://doi.org/10.1504/IJSA.2017.10007967
Citation Information
Taylor Rains, Scott R. Winter, Stephen Rice, Mattie N. Milner, et al.. "Biofuel and Commercial Aviation: Will Consumers Pay More For It?" International Journal of Sustainable Aviation Vol. 3 Iss. 3 (2017) p. 217 - 232 ISSN: 2050-0475 Available at: http://works.bepress.com/scott_winter/23/