Title: Biofuel and commercial aviation: will consumers pay more for it?

Authors: Taylor Rains; Scott R. Winter; Stephen Rice; Mattie N. Milner; Zane Bledsaw; Emily C. Anania

Addresses: College of Aeronautics, Florida Institute of Technology, 150 West University Blvd., Melbourne, 32901 FL, USA ' College of Aviation, Embry-Riddle Aeronautical University, 600 South Clyde Morris Blvd Daytona Beach, FL 32114, USA ' College of Arts and Sciences, Embry-Riddle Aeronautical University, 600 South Clyde Morris Blvd., Daytona Beach, 32114 FL, USA ' College of Arts and Sciences, Embry-Riddle Aeronautical University, 600 South Clyde Morris Blvd., Daytona Beach, 32114 FL, USA ' College of Aeronautics, Florida Institute of Technology, 150 West University Blvd., Melbourne, 32901 FL, USA ' College of Arts and Sciences, Embry-Riddle Aeronautical University, 600 South Clyde Morris Blvd., Daytona Beach, 32114 FL, USA

Abstract: Biofuels are a promising fuel alternative because they decrease the amount of CO₂ released by aircraft and counteract the depletion of oil reserves necessary for producing kerosene-based jet fuel. This may alter passengers' perceptions towards jet fuel and cause them to re-evaluate the dollar worth of an airline ticket. The purpose of the current research was to investigate how the implementation of biofuels into commercial aviation affects a passenger's willingness to pay (WTP). The study looked at three dependent variables: WTP more for airfare, amount/percentage of increase/decrease in ticket cost and their sustainability views. The findings indicate consumer WTP 13% extra for biofuel, and overall, consumers felt that using biofuel was a more sustainable practice than using traditional jet fuel. The majority of this effect was due to emotions mediating the relationship between type of fuel and WTP.

Keywords: affect; biofuel; consumer perceptions; mediation; universal faces.

DOI: 10.1504/IJSA.2017.086846

International Journal of Sustainable Aviation, 2017 Vol.3 No.3, pp.217 - 232

Received: 10 Mar 2017
Accepted: 09 Apr 2017
Published online: 29 Sep 2017 *

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