The Relationship between Waste Management Behavior and the Willingness to Accept the Green Flight’s Onboard Services of Thai Passengers
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Abstract
The purposes of the research were to: 1) examine the waste management behavior and the willingness to accept the green flight’s onboard services of Thai passengers, 2) analyze the relationship between waste management behavior and the willingness to accept the green flight’s onboard services of Thai passengers, and to 3) propose guidelines for increasing acceptance of the green flight’s onboard services based on the 5A marketing strategy. 454 Thai passengers completed questionnaires. The results showed that the majority of the respondents strongly agreed that they had appropriate waste management behavior (X̅=3.35) and they were willing to accept the green flight’s onboard services (X̅=3.45). There was a positive relationship between waste management behavior and willingness to accept onboard services on the green flight (r=0.447, p<.001). Airlines should promote passengers' understanding and awareness of environmental-friendly activities performed on green flights through digital marketing channels based on the 5A Marketing Strategy.
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