1
Gümüşhane University, Kelkit Aydın Doğan Vocational School, Gümüşhane, Turkiye
2
Eskişehir Technical University, Faculty of Aerospace Sciences, Eskişehir, Turkiye
Abstract
This study analyzes data from 400 Generation Z participants aged 18–27 who travel by air, using Structural Equation Modeling. The research aims to examine the impact of subjective norms on environmental knowledge and green purchase intentions in the airline industry. Findings indicate that individuals who engage in discussions about eco-friendly products and environmental issues with their social circle demonstrate higher environmental awareness. Those knowledgeable about topics such as greenhouse effects and CO₂ emissions are more likely to prefer airlines adopting sustainable policies. However, price sensitivity emerges as a limiting factor for green purchasing intentions. The higher costs of environmentally friendly services tend to reduce the willingness of price-conscious consumers to choose such options. In conclusion, the study emphasizes that economic incentives and affordable pricing strategies play a key role in promoting eco-friendly services. Developing sustainability-oriented marketing strategies and enhancing consumer environmental awareness are essential for encouraging green purchasing behavior in the aviation sector.
Yucel, M. F., & Sarilgan, A. E. (2025). Determinants of green purchase intention among generation z airline passengers. International Journal of Eurasia Social Sciences, 16(62), 1989–2005. https://doi.org/10.70736/ijoess.1649
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Ali Emre Sarilgan
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