Sustainability vs. Affordability: How Passengers View Airline Pricing and Sustainability Effort
持続可能性 vs. 手頃さ: 乗客が航空会社の価格設定と持続可能性への取り組みをどう見るか (AI 翻訳)
Shahmir Butt, Nabeel Anjum, Shahid Mahmood
🤖 gxceed AI 要約
日本語
パキスタンの航空会社乗客160人を対象に、持続可能性への意識と航空券価格の関係を調査。持続可能性への理解が高いほど環境配慮型サービスへの支払意思があるが、価格が主要な障壁であることが判明。知覚価値が媒介し、所得が調整効果を示した。
English
This study surveys 160 Pakistani airline passengers to examine their willingness to pay for sustainable aviation. Results show that sustainability awareness positively influences willingness to pay, but affordability remains a key barrier. Perceived value mediates this relationship, and income moderates the effect.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
パキスタンの事例だが、日本の航空会社（ANA、JALなど）が持続可能性サービスを導入する際の顧客受容性や価格設定に示唆を与える。持続可能性への意識向上策と価格弾力性の関係は、日本のSSBJ開示における消費者視点にも応用できる。
In the global GX context
Although focused on Pakistan, this study highlights the universal tension between sustainability and affordability in aviation. For global carriers, it underscores the need to communicate sustainability value clearly to justify potential fare increases.
👥 読者別の含意
🔬研究者:Consumer behavior insights on willingness to pay for sustainable aviation in an emerging market context, useful for cross-cultural comparisons.
🏢実務担当者:Helps airline sustainability and pricing teams understand customer price sensitivity regarding green initiatives.
📄 Abstract（原文）
The present paper focuses on raising the question and discussing passengers' perceptions of Pakistani airlines regarding the linkage between ticket prices and sustainability programmes. The airlines around the world have begun adopting greener initiatives such as operating fuel-efficient aircraft, implementing carbon offset schemes, and modifying operations to reduce carbon emissions. The paper analyzes the drivers of sustainable awareness among passengers, how they see the affordability and perceived value in determining their willingness to pay for sustainable airline services. The quantitative and cross-sectional method was applied, and the study surveyed 160 airline passengers through a structured questionnaire, which employed a five-point Likert scale. Data was evaluated in SPSS relying on descriptive statistics, reliability, correlation, and regression analysis. Mediation and moderation data analyses examined the mediating role of perceived value and the moderating effect on income level. Findings indicate that passengers who learn more about the concept of sustainability are more willing to use greener services of airline companies. Still, affordability plays a large role that people desire to have sustainable solutions but not at the expense of overly pushing their finances. The research also concludes that perceived value partially defines the process of sustainability awareness into willingness-to-pay, and income level is what determines the extent to which affordability is important. Although the majority of passengers declare that they are in favor of environment-friendly aviation, most of them are not willing to pay the increased fares unless they can be able to see the changes.
🔗 Provenance — このレコードを発見したソース
- semanticscholar https://doi.org/10.63056/academia.5.3(s8).2026.2106first seen 2026-06-19 05:18:07
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