Determinants of Green Practices Adoption Behaviours Amongst Airline Passengers in Malaysia

Wong, , Lim Jin (2019) Determinants of Green Practices Adoption Behaviours Amongst Airline Passengers in Malaysia. PhD thesis, Open University Malaysia.

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Abstract

Previous studies on green practices in airline industry have been devoted to observing efforts to reduce cost, drivers influencing environmental commitment and passenger perceptions of the green image associated with airlines. Scant research exists on addressing airline passenger’s attitude and behaviour towards green practices adoption. Therefore, passenger’s attitude towards green practices adoption and the relationship to green practices adoption behaviour is worthy for empirical studies. Furthermore, Theory of Planned Behaviour (TPB) has yet been employed to investigate green practices adoption in airline industry. TPB was thus employed as a theoretical underpinning in this study and was modified by adding two independent constructs of perceived consumer effectiveness and perceived sacrifice. This study attempts to investigate the influence of TPB components on voluntary green practices adoption amongst airline passengers in Malaysia. Furthermore, this study aims to investigate the distinct contribution of perceived consumer effectiveness and perceived sacrifice on green practices adoption behaviour. Subsequently, a model will be proposed to explain green practices adoption behaviour. This study employed intercept survey to collect data. Self-administered questionnaires were distributed to respondents who have travelled by air and have flown from or to Kuala Lumpur International Airport or Kuala Lumpur International Airport 2 in the past 12 months. A total sample size of 400 was determined by employing convenience sampling. 400 questionnaires had been distributed and 379 were deemed usable. Results obtained from data screening indicated that missing data, outlier and normality were not substantial problems for the collected data. Besides, validity, reliability and unidimensionality had been established for this study. Results of hypotheses testing indicated that two hypotheses were not supported. Perceived behavioural control and perceived consumer effectiveness were found not to influence green practices adoption behaviour. Findings of this study are expected to enable effective and efficient implementation of green practices. Successful implementation of green practices subsequently helps airline companies, government and policymakers to reduce wastes, costs and minimize negative impacts to the environment. (Abstract by Author)

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