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The purpose of this study is to examine factors that influence airline passenger’s behaviour towards green practices adoption by exploring perceived sacrifice as an antecedent to behavioural intentions to adopt green practices and green practices adoption behaviour. This study adopted the theory of planned behaviour (TPB) as the fundamental framework. The key factors of airline passenger’s green practices adoption behaviour are attitude, subjective norm, perceived behavioural control, behavioural intention and perceived sacrifice. Four hundred copies of questionnaires were distributed to airline passengers to investigate their green practices adoption behaviours. The data collected were analysed using structural equation modelling. The results indicated that all theory of planned behaviour components directly or indirectly influence airline passenger’s green practices adoption behaviour. Besides, perceived sacrifice negatively influences airline passenger’s behavioural intention to adopt green practices and green practices adoption behaviour. The results of the study allow airlines to formulate their marketing strategies to both enhancing environmental protection efforts and attracting environmentally responsible passengers. To the best of researchers’ knowledge, this is one of the first studies that examines perceived sacrifice as an antecedent to behavioural intention and behaviour amongst airline passengers in a developing country, hence contributing to existing literature. |
