Air travel attitudes and behaviours: The development of environment-based segments

In an era when the transport sector is increasingly contributing to environmental damage there is a need to better understand the behavioural response of consumers. Theories such as the Theory of Planned Behaviour and the Norm-Activation Model have had some success in explaining pro-environmental be...

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Bibliographic Details
Published in:Journal of air transport management 2014-04, Vol.36, p.13-22
Main Authors: Davison, Lisa, Littleford, Clare, Ryley, Tim
Format: Article
Language:English
Subjects:
Air transport
Air transportation
Air travel
Behavioural
Energy policy
Environmental psychology
Households
Pro-environmental behaviour
Psychological factors
Segments
Survey research
Transport
Transportation
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Summary:In an era when the transport sector is increasingly contributing to environmental damage there is a need to better understand the behavioural response of consumers. Theories such as the Theory of Planned Behaviour and the Norm-Activation Model have had some success in explaining pro-environmental behaviours; this paper examines the application of these to air travel. It utilises insights from previous attitude behaviour research to develop a more detailed understanding of how normative influences, individual values and other psychological factors are affected by individual attitudes to air travel attitudes and how these influence behaviour. This informs recommendations for a policy response, which emphasises the need to bring air travel behaviour in line with other energy saving household behaviours. •A survey examines attitudes, norms and behavioural intention regarding air travel.•Segmentation techniques are used to target measures reducing the environmental impact.•Attitudes to air travel behaviour are distinct from other environmental behaviours.•Behavioural theories are ineffective in explaining the response across segments.•Desire to reduce air travel needs to be aligned with other energy saving behaviours.
ISSN:0969-6997
1873-2089
DOI:10.1016/j.jairtraman.2013.12.007