Title: Flight shaming consumers into aviation sustainability: which factors moderate?

Authors: Scott R. Winter; Tracy L. Lamb; Ryan J. Wallace; Carolina L. Anderson

Addresses: College of Aviation, School of Graduate Studies, Embry-Riddle Aeronautical University, 1 Aerospace Blvd., Daytona Beach, Florida 32114, USA ' College of Aviation, School of Graduate Studies, Embry-Riddle Aeronautical University, 1 Aerospace Blvd., Daytona Beach, Florida 32114, USA ' College of Aviation, School of Graduate Studies, Embry-Riddle Aeronautical University, 1 Aerospace Blvd., Daytona Beach, Florida 32114, USA ' College of Aviation, School of Graduate Studies, Embry-Riddle Aeronautical University, 1 Aerospace Blvd., Daytona Beach, Florida 32114, USA

Abstract: Flight shaming has evolved from recent environmental activism efforts to curb air transportation use because of its adverse environmental impacts. This research aimed to determine if there was a significant effect of flight shaming on willingness to fly and identify what factors moderated this effect. Through the use of three studies and a total of 847 participants, results indicated participants were significantly less willing to fly when exposed to the flight shaming condition. Two of the four proposed moderators, value with sustainability and willingness to pay for sustainability, had a significant moderating effect where participants with high levels of these moderating variables were significantly less willing to fly than those with lower values. This research highlights the impact of flight shaming and demonstrates the need for airlines to curb the effects of flight shaming by promoting climate sustainment within their operations.

Keywords: flight shaming; consumer perceptions; willingness to fly; moderation; sustainability.

DOI: 10.1504/IJSA.2021.115340

International Journal of Sustainable Aviation, 2021 Vol.7 No.1, pp.21 - 45

Received: 03 Sep 2020
Accepted: 06 Feb 2021

Published online: 14 May 2021 *

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