Airline Environmental Sustainability

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Pre-decision and decision processes

This stage of the process is concerned with ‘the flow of events, from the tourist stimuli to purchase decisions’ (Moutinho, 1993, p 39). Within this stage, a tourist will develop preferences for a particular product based on a set of factors, including cultural values, reference groups, personality, lifestyle, motives and attitude. The tourist is then faced with sifting through various marketing materials to obtain and digest information on available products and services. The various attributes of these products are important to the traveler and will be used when evaluating the alternatives that are available. This process will eventually lead to the tourist making a decision and final purchase.

Post-purchase evaluation and future decision-making

The process through which a consumer evaluates their decision after the purchase has been made is crucial as it has the potential to adjust their frame of reference for future purchase decisions (Decrop, 2006). A consumer’s evaluative feedback has a significant impact upon the decision maker’s attitude set and/or subsequent behavior; thus, if a cus omer has a positive experience flying with an airline, it is likely that they will purchase from the same airline in the future (Moutinho, 1993). Post-purchase evaluation is im-portant to the consumer as it contributes to the traveler’s experiences and broadens per-sonal needs, ambitions, perceptions and understanding (Moutinho, 1993). Airlines, in particular, are reliant upon positive testimonials to signify that their service performs well and that the quality is high (Moutinho, 1993).

Carbon conscience

Until recently, very little research has been done to determine whether or not tourists are aware of the impacts that their vacations and travel choices have on climate change (Hares et al, 2010). There has also been a lack of research devoted to determining whether or not tourist patterns would change in response to acquired knowledge of the dangers of air travel (Cohen & Higham, 2011). The few studies that have been under-taken reveal very low awareness amongst consumers of the impact that air travel has on global warming (Hares et al, 2010). As such, the general consensus is that tourists are either unaware of air travel’s climate impact or reluctant to voluntarily alter their own air travel behavior (Cohen & Higham, 2011).
In a study conducted by Becken (2007), tourists’ knowledge and awareness of avia-tion’s impact on climate was explored as well as their sense of personal responsibility and reactions to climate change policies. Following this, a framework of internal and external factors was developed to determine what influences travel behavior in light of climate change.
Figure 3.7 summarizes the tourist’s internal factors as well as their inter-relationships, with the key factors being highlighted. A scientific understanding of climate change and other environmental impacts is crucial in relation to tourists’ awareness and perception of climate change, as well as how they evaluate their individual responsibility (Becken, 2007). The study revealed that tourists’ knowledge of the subject is often very generic with links between personal air travel and climate impact rarely being made (Becken, 2007). In addition, tourists also often feel that they are not personally accountable for the GHG emissions caused by their air travel (Becken, 2007).

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1 Introduction
1.1 Background
1.2 Problem discussion
1.3 Purpose
1.4 Research Questions
2 Method 
2.1 Method Types
2.2 Data Types
2.3 Theoretical and Empirical Data
2.4 Research Approach .
2.5 The credibility of research findings
2.6 Method Limitations
3 Frame of Reference 
3.1 Attitude and Intention
3.2 The Theory of Reasoned Action
3.3 Airline Environmental Sustainability
3.4 Environmental Consumer
3.6 Carbon conscience
4 Empirical Findings
4.1 Description of the Population
4.2 Sample № 1: Gende
4.3 Sample № 2: Age groups
4.4 Factor Analysis
4.5 Interview Results
5 Analysis
5.1 Step I: Kaiser’s Model
5.2 Step II: Moutinho’s Model
5.3 Environmental Intentions and Behavior
6 Conclusion 
6.1 Discussion and Further Research
7 Reflections on the writing process

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