A research on the effect of green image on purchase intention in air transportation

Environmental pollution threatens the lives of living beings and future generations. For this reason, public awareness has grown and purchasing intentions have shifted. Due to the shifting consumer preferences, airlines are searching for ways to lessen the environmental harm they produce and are focusing more of their marketing efforts on going green. The study investigates the effect of environmental awareness and perceived consumer effectiveness on green purchasing intention. In addition, the mediating role of green image and moderating roles of price perception and collectivism in the effect of environmental awareness and perceived consumer effectiveness on green purchasing intention were also investigated in the study. Simultaneously, it was investigated whether consumer behavior regarding the variables differed according to demographic characteristics. Data was gathered for the study by administering a survey to 415 airline passengers at Erzurum Airport, using "structural equation modeling" as the analysis method. After the data were statistically analyzed, it was found that there were some disparities between the study's variables based on demographic factors.In the study, environmental awareness and perceived consumer effectiveness have a positive and significant relationship on green purchasing intention, and green image has a positive partial mediating effect; It has been determined that price perception and collectivism have a positive and significant relationship on green purchasing intention, but when evaluated together with environmental awareness and perceived consumer effectiveness, they don't show any moderating effect.The study will be crucial for airline companies to monitor the factors affecting passengers' green purchasing intentions. Therefore, it is thought that the study will contribute to companies becoming more environmentally friendly and having a green image.