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Article

Exploring the Influence of Green Mindset on Passengers’ Intentions Toward Sustainable Air Travel: Evidence from Thailand

by
Duangrat Tandamrong
1 and
Jakkawat Laphet
2,*
1
Mahasarakham Business School, Mahasarakham University, Mahasarakham 44150, Thailand
2
College of Aviation Tourism and Hospitality, Sripatum University, Khon Kaen 40000, Thailand
*
Author to whom correspondence should be addressed.
Sustainability 2025, 17(16), 7254; https://doi.org/10.3390/su17167254
Submission received: 2 July 2025 / Revised: 29 July 2025 / Accepted: 7 August 2025 / Published: 11 August 2025
(This article belongs to the Section Sustainable Transportation)
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Abstract

This study investigates the factors that influence passengers’ attitudes and behavioral intentions toward sustainable air travel in Thailand, emphasizing the critical role of environmental awareness. Using a structured questionnaire survey of 400 airline passengers from Thai Airways and Bangkok Airways, this research employs structural equation modeling (SEM) to analyze the relationships among key constructs based on the Theory of Planned Behavior (TPB). The results reveal that environmental awareness significantly impacts green attitude, perceived airline responsibility, and perceived behavioral control, which in turn influence behavioral intention. Notably, green attitude has a direct positive effect on support for sustainable travel actions, whereas perceptions of airline responsibility and behavioral control do not significantly affect behavioral intentions in this context. The findings highlight the importance of environmental education, transparent communication, and accessible offset programs to foster a green mindset among travelers. Policy implications include developing targeted communication strategies, incentive mechanisms, and industry collaborations to promote eco-friendly travel practices. This study concludes with recommendations for policymakers and airlines for enhancing efforts in cultivating environmental awareness, thus supporting Thailand’s commitment to sustainable aviation and global climate goals.

1. Introduction

Sustainable air travel has become a critical issue amid increasing concern over the environmental impact of aviation activities. The aviation sector is a notable contributor to greenhouse gas emissions, particularly carbon dioxide (CO2), which accounts for approximately 2% of global emissions and significantly drives climate change [1,2]. Although air travel provides vital economic and social benefits through global connectivity, its rising emissions pose substantial challenges to achieving environmental sustainability [3,4,5,6]. Thailand was selected for the research scope due to its rapid growth in air travel demand, increasing emissions in the transportation sector [7,8], and national commitments to climate goals, such as reducing greenhouse gas emissions by 30% by 2030 and achieving net-zero emissions by 2065 [9]. Additionally, Thailand’s rising market for carbon offsetting, with issuance soaring over 314% in 2022, reflects changing passenger behaviors and demonstrates the importance of understanding individual attitudes toward sustainable travel [10].
While industry efforts, such as the International Civil Aviation Organization’s (ICAO) Carbon Offsetting and Reduction Scheme for International Aviation (CORSIA), focus on macro-level emission reductions, the role of individual passengers’ environmental attitudes is becoming increasingly vital in shaping sustainable travel practices [11]. This study aims to explore how passenger attitudes, awareness, and behavioral intentions influence sustainable air travel in Thailand, thus linking broader industry and national efforts with individual behavior [12,13]. The connection between Thailand’s environmental challenges and passenger behavior is rooted in the recognition that individual attitudes significantly influence environmental actions, such as participation in carbon offset schemes [14]. Increased environmental awareness among travelers can foster supportive behaviors, such as choosing eco-friendly travel options or offsetting their carbon footprints [14]. Therefore, understanding these psychological constructs around attitude, awareness, and behavioral intention is essential for designing effective policies and campaigns [15,16].
In this context, the terms “attitude,” “awareness,” and “behavioral intention” are used to describe the psychological factors that influence travelers’ decisions regarding sustainable travel. Attitude refers to travelers’ positive or negative evaluations of engaging in eco-friendly behaviors; awareness indicates their knowledge and understanding of environmental issues and sustainability practices; and behavioral intention reflects their likelihood of adopting sustainable travel actions based on their attitudes and awareness [17,18]. Although the concept of a “green mindset” is frequently mentioned, it was not explicitly defined in the original text. In this study, the term refers to a sustainable orientation or consciousness that motivates travelers to support environmentally responsible practices and modify their behavior toward sustainability in air travel [19]. By clarifying these concepts and establishing their relevance within the Thai context, this research aims to provide insights into how individual psychological factors can support national and industry efforts in promoting sustainable aviation.
Although previous research has explored the factors that influence environmentally responsible travel behavior, there remains a notable research gap in the specific context of Thailand’s rapidly growing aviation industry. Despite the country’s ambition to achieve net-zero emissions by 2065 [9], empirical data indicates that Thailand’s aviation sector contributed approximately 2.8% of national greenhouse gas emissions in 2022 [20], primarily from jet fuel consumption and airport operations [21]. Yet, passenger engagement with sustainable practices, such as carbon offsetting, voluntary reductions in air travel, or preference for green-certified airlines, remains limited and inconsistent [22]. Additionally, previous studies in other countries have shown mixed results regarding the roles of awareness, attitude, and perceived control; however, little is known about how these factors specifically interact within the Thai cultural and industry context [23,24,25,26]. This gap underscores the need for research that not only examines these factors but also understands how to foster a “Green Mindset” suitable for Thai travelers.

2. Literature Review and Hypothesis

(1)
Green mindset in Thailand
Developing a green mindset among consumers in Thailand presents both significant opportunities and challenges. As the country’s tourism sector continues to expand and environmental consciousness rises among the population, fostering environmental awareness and positive attitudes toward sustainability can contribute to the cultivation of a supportive travel culture [27,28]. Effective strategies include educational campaigns, transparent corporate sustainability reporting, and incentives encouraging eco-friendly travel behaviors [29]. However, obstacles such as limited awareness of environmental impacts, perceptions that sustainable options are more expensive, a lack of accessible offset programs, cultural norms, and limited availability of sustainable flight alternatives hinder widespread adoption.
Leveraging Thailand’s rich ecological heritage and cultural values, which emphasize harmony with nature, can position these values as foundational elements in promoting sustainability. Integrating eco-labeling, strategic campaigns, and eco-branding efforts can further enhance the green mindset [29]. As travelers’ awareness of climate impacts deepens [30], demand for greener options is expected to increase, motivating airlines to adopt biofuels, optimize flight routes for fuel efficiency, and expand accessible offset programs [31]. Digital platforms and mobile applications that facilitate transparent offset support are crucial in simplifying participation, thereby strengthening perceived behavioral control [32].
(2)
Air travel in Thailand
Thailand’s strategic geographic position as a premier tourist destination and regional transportation hub places it at the forefront of sustainable aviation efforts. The country’s rapid growth in tourism has made air travel an essential component of the economy; however, air travel also significantly contributes to national greenhouse gas emissions. Currently, air travel is responsible for roughly 2–3% of global GHG emissions, with the trend projected to rise due to increased demand for domestic and international flights [21].
To address environmental challenges, Thailand has committed to ambitious climate goals, including a 30% reduction in greenhouse gases by 2030 and achieving net-zero emissions by 2065 [9]. Industry stakeholders and policymakers are adopting market-based mechanisms such as carbon offsetting, sustainable fuels, and eco-efficient operational practices to promote responsible aviation [22,23,24,25]. The country’s unique combination of tourism appeal and ecological richness offers an opportunity to integrate sustainability into the sector, striking a balance between economic growth and ecological preservation.
Passenger attitudes play a pivotal role in this process; increased awareness of environmental impacts influences support for sustainable initiatives, including choosing airlines with eco-certifications, participating in offset programs, and supporting green travel policies [26]. Moreover, transparent communication about airline sustainability efforts—such as investments in cleaner fuels and eco-certifications—can positively shape travelers’ perceptions and increase their perceived behavioral control over sustainable choices [27,28].
(3)
TPB in the tourism and travel field
The Theory of Planned Behavior (TPB) has been applied extensively in studies related to sustainable tourism and travel, illustrating how attitudes, subjective norms, and perceived behavioral control influence behavioral intentions [29]. In the context of air travel, this model helps explain how travelers’ support for eco-friendly practices depends on their knowledge, perceptions, and social influences.
Environmental awareness underpins the TPB framework; when travelers recognize the environmental impacts of air travel, they are more likely to develop supportive attitudes and intentions toward sustainable behaviors [30]. Cultivating positive attitudes toward sustainability and reinforcing perceptions of airline responsibility further enhance behavioral intentions to support eco-friendly practices [31,32]. For example, airlines that actively communicate their sustainability efforts, such as investing in sustainable fuels, eco-certifications, and transparent environmental reporting, can influence perceived airline responsibility and, consequently, travelers’ intentions [33].
Perceived behavioral control, which involves viewing sustainable options as accessible and effective, is critical in translating intentions into actual behavior, such as purchasing carbon offsets or choosing greener flights [34]. In the Thai context, understanding these psychological factors is crucial for designing interventions that foster a green mindset and promote sustainable air travel habits [35,36].
In summary, fostering a green mindset in Thailand involves addressing cultural, informational, and infrastructural barriers while leveraging the country’s ecological and cultural strengths. The application of TPB provides a valuable framework for understanding and influencing travelers’ sustainable behaviors, positioning Thailand to become a regional leader in sustainable aviation through strategic communication, technological innovation, and policy support [37].

Development of the Research Model and Hypotheses

This study focuses on the concept of a “Green Mindset,” which is central to understanding passengers’ sustainable behaviors in air travel. However, the term “Green Mindset” was not explicitly defined in the original draft. In this context, “Green Mindset” refers to a holistic psychological orientation that embodies environmental consciousness, characterized by a combination of awareness, attitudes, perceptions, and behavioral inclinations toward sustainability. Therefore, in this study, the “Green Mindset” is conceptualized as a core construct that manifests through sub-constructs: environmental awareness, green attitude, perceived airline sustainability, and behavioral control. These sub-constructs collectively reflect the internal mental framework that influences behavioral intentions toward sustainable air travel.
This research adopts the Theory of Planned Behavior (TPB) [38,39] as its foundational framework because of its widely recognized robustness in explaining pro-environmental behaviors. While the TPB traditionally includes attitude, subjective norms, and perceived behavioral control, this study extends it by incorporating “Awareness” as a critical antecedent based on existing research suggesting that knowledge and awareness significantly influence attitudes and perceptions related to sustainability [40,41]. The model hypothesizes that “Awareness” positively impacts these sub-constructs, which in turn shape behavioral intentions, emphasizing the importance of fostering an internal “Green Mindset” to promote sustainable travel behaviors among passengers. Specifically, the six hypotheses were developed by considering the following logic:
H1. 
Environmental Awareness (EA) has a positive relationship with Green Attitude (GA).
Rationale: Higher environmental awareness cultivates positive attitudes toward sustainability, as individuals who understand environmental issues are more likely to develop favorable perceptions of eco-friendly behaviors.
H2. 
EA positively affects Perceived Airline Sustainability (PAS).
Rationale: Increased awareness about environmental impacts enhances the perceived legitimacy and responsibility of airlines’ sustainability initiatives, aligning with prior findings that awareness influences perceived corporate responsibility.
H3. 
EA positively impacts Behavioral Control (BC).
Rationale: Awareness can increase perceived behavioral control by making individuals feel more capable of engaging in sustainable actions, consistent with TPB extensions that emphasize the role of knowledge in perceived efficacy.
H4. 
Green Attitude (GA) positively influences Behavioral Intention (BI).
Rationale: As established in the TPB, positive attitudes directly encourage behavioral support, such as supporting offsets or choosing greener flights.
H5. 
Perceived Airline Sustainability (PAS) positively influences BI.
Rationale: If passengers perceive airlines as environmentally responsible, they are more likely to support or participate in sustainability-related behaviors.
H6. 
Behavioral Control (BC) positively influences BI.
Rationale: When travelers perceive that sustainable actions are feasible and within their control, they are more likely to intend to engage in those behaviors.
These hypotheses collectively propose that “Awareness” initiates a cascade of internal perceptions and attitudes, which in turn drive behavioral intentions toward sustainable air travel, in line with the concept of a “Green Mindset.” The model emphasizes that fostering awareness is fundamental but must translate into attitudes and perceptions to effectively influence intentions.
As shown in Figure 1, this study proposes the research conceptual framework illustrating the hypothesized relationships among the five constructs.

3. Methodology

This study, titled “Exploring the Influence of Green Mindset on Passengers’ Intentions Toward Sustainable Air Travel: Evidence from Thailand,” examines the relationships among environmental awareness (EA), green attitude (GA), perceived airline sustainability (PAS), behavioral control (BC), and behavioral intention (BI) among airline passengers in Thailand. The research was approved by the Mahasarakham University Ethics Committee (approval code: 086-106/2568) and conducted in line with the Belmont Report and Good Clinical Practice (GCP) standards for social and behavioral research.

3.1. Population and Sampling

The target population comprises passengers traveling with full-service airlines in Thailand, specifically Thai Airways and Bangkok Airways. Full-service airlines offer a comprehensive range of services, including baggage, meals, and seating options, which distinguishes them from low-cost carriers. These airlines were chosen for their financial stability and active sustainability efforts. To focus on relevant behaviors related to sustainable air travel, purposive sampling was employed to select travelers likely to engage in carbon-offsetting initiatives. This approach ensures that participants have a vested interest in sustainability, enhancing the relevance of the findings. Stratified sampling was then applied to segment respondents into subgroups based on characteristics such as gender, age, and travel frequency, ensuring diversity and representativeness in the sample.
Using Krejcie and Morgan’s (1970) formula [42], a sample size of 400 was determined to be optimal for achieving a 95% confidence level and a 5% margin of error. This sample size exceeds the minimum requirement of 384 participants, enhancing reliability. The distribution of gender, age, and other demographics was carefully monitored to align with the overall passenger demographics of these airlines, ensuring balanced representation.

3.2. Research Instrument

A structured questionnaire comprising 44 items, divided into five sections, was utilized in this study. The first section gathered demographic information through eight items, addressing factors such as gender, age, and education level. The second section assessed environmental awareness, with seven questions designed to evaluate participants’ knowledge and concern for environmental issues. The third section, consisting of 24 items, focused on passenger behaviors, specifically examining green attitude, perceived airline sustainability, and behavioral control. The fourth section included five questions to measure behavioral intention, while the fifth and final section provided space for open-ended suggestions with a single item. To effectively capture nuanced attitudes and prevent neutral responses, a 6-point Likert scale (GQ-6) [43] was employed, ranging from “Strongly disagree” (1.00–1.49) to “Strongly agree” (5.50–6.00). The items were carefully developed based on a comprehensive review of the existing literature and refined through expert consultations to ensure they aligned with the research objectives. Content validity was established using the Index of Item Objective Congruence (IOC), which confirmed that the questionnaire items appropriately reflected the targeted constructs.

3.3. Data Collection and Analysis

Data were collected online through platforms like Facebook and LINE, utilizing Google Forms for ease and efficiency. A high response rate was achieved through targeted distribution among groups interested in sustainable travel.
Statistical analysis followed a multi-step approach. First, descriptive statistics were used to summarize demographic characteristics and key variables, providing an overview of the sample. Inferential statistics were then employed to explore relationships among the constructs. Confirmatory factor analysis (CFA) was conducted to validate the measurement models and ensure construct validity by assessing the relationships between latent variables and their observed indicators. Subsequently, structural equation modeling (SEM) was used to evaluate the hypothesized relationships among variables and assess the overall model fit [44].
The reliability of the measurement instruments was evaluated using Cronbach’s alpha, with a threshold of ≥0.70 [45] indicating acceptable internal consistency. This criterion signifies that the items within each construct are sufficiently correlated, ensuring consistent responses across related items. For validity assessment, convergent and discriminant validity were examined through several methods: the Average Variance Extracted (AVE), the Fornell–Larcker criterion [46], and the Heterotrait–Monotrait Ratio (HTMT) [47]. When HTMT ratios approached values of 0.90, Henseler’s (2020) approach [47] was applied to further confirm the distinctiveness of constructs despite their close relationships. To support hypothesis testing and model evaluation, bootstrapping techniques were employed to estimate confidence intervals for parameter estimates. The significance levels of these estimates were then analyzed to determine the strength and direction of the relationships among the variables.

4. Results

An analysis of a sample of 400 passengers from full-service airlines in Thailand, comprising Thai Airways and Bangkok Airways, revealed essential insights into demographic characteristics and environmental awareness regarding carbon offsetting. Among the respondents, 62.7% (n = 251) were female and 37.3% (n = 149) were male. The majority were aged 20–29 years (68.5%, n = 274). Regarding marital status, 70% (n = 280) reported being single. Overall, 67.5% (n = 270) were employed in the private sector. In terms of income, 23.8% (n = 95) reported earning between THB 20,001 and 30,000 per month.
Furthermore, the data indicated a high level of connectedness to nature, with many respondents emphasizing nature’s significance for their well-being and mental tranquility. Overall, environmental awareness among passengers was consistently high across various dimensions, including knowledge of climate change, carbon reduction projects, aviation-related environmental impacts, conservation efforts, and governmental policies aimed at mitigating greenhouse gas (GHG) emissions. Notably, participants expressed strong concerns about climate change and its consequences. The measurement model’s fit statistics are presented in Table 1, which summarizes the model evaluation.
Table 1 presents the final measurement model’s fit statistics. The model seems to fit the data rather satisfactorily, according to the results. Notably below the advised thresholds of 0.07 and 0.08, respectively, are the RMSEA value of 0.061 and SRMR value of 0.044. Additionally, the CFI and TLI values are 0.918 and 0.913, both of which exceed the acceptable benchmark of 0.90. The degrees of freedom (df) are reported as 2.496, which indicates appropriate model complexity. Thus, based on these indices, the measurement model meets the required fit criteria and can be considered appropriate for further structural model analysis.
The assessment of the measurement model prioritized evaluating reliability, convergent validity, and discriminant validity, following the guidelines established by Hair et al. (2017) [48]. A thorough validation process was conducted to ensure the suitability of the constructs used in this research. All questionnaire items associated with each construct were reviewed, as shown in Table 2. All factor loadings exceeded the threshold value of 0.70, demonstrating satisfactory item reliability. Additionally, internal consistency was verified through the calculation of composite reliability (CR) and Cronbach’s alpha coefficients. The results indicated that all values were above the recommended cutoff point of 0.70, confirming that the scales employed exhibited strong internal consistency and reliability, making them suitable for further analysis. Convergent validity was assessed using the Average Variance Extracted (AVE), with all values exceeding the benchmark of 0.50, thus confirming adequate convergent validity for the measurement constructs. To examine potential multicollinearity among predictor variables, the Variance Inflation Factor (VIF) was investigated following the methods used by Hair et al. (2010) [44], who suggested that VIF values should not exceed 5.00. As shown in Table 2, the VIF values ranged from 1.000 to 1.575, well below the critical limit, indicating that multicollinearity was not a concern and supporting the stability of the relationships between the constructs in the structural equation model used in this study.
Regarding discriminant validity, the HTMT ratio between pairs of constructs approached the threshold of 0.90 [44], as shown in Table 3. Discriminant validity was further verified through the Fornell–Larcker criterion [46], which states that discriminant validity is confirmed when the square root of the AVE for each construct exceeds its highest correlation coefficient with any other construct. The results indicated that all constructs satisfied this criterion. Specifically, the square root of AVE for each construct ranged from 0.714 to 0.813 and was greater than the correlations with other constructs, confirming adequate discriminant validity.
In particular, the construct with the highest AVE square root was behavioral intention (0.813), which exceeded its correlations with all other variables. Conversely, perceived airline sustainability (PAS) and behavioral control (BC) exhibited AVE square roots of 0.737, also surpassing their inter-construct correlations. Collectively, these findings support the discriminant validity of the measurement model in this study.
The discriminant validity of the constructs was assessed using the Fornell–Larcker criterion, as shown in Table 4. The square root of the AVE for each construct (diagonal elements) exceeded the correlations between constructs, indicating adequate discriminant validity.
The results of the direct path analyses are presented in Table 5. The findings indicate that environmental awareness significantly influences green attitude (H1), perceived airline sustainability (H2), and behavioral control (H3), and that green attitude significantly affects behavioral intention (H4). However, the effects of perceived airline sustainability (H5) and behavioral control (H6) on behavioral intention were not statistically significant.
This diagram, presented in Figure 2, shows a structural equation model (SEM) illustrating in Figure 2. the relationships among key constructs: environmental awareness, green attitude, perceived airline sustainability, behavioral control, and behavioral intention. Environmental awareness significantly influences the following constructs: green attitude (β = 0.428, p < 0.01); perceived airline sustainability (β = 0.335, p < 0.01); and behavioral control (β = 0.289, p < 0.01). Green attitude has a significant positive effect on behavioral intention (β = 0.330, p < 0.01). Perceived airline sustainability exhibits a very weak and non-significant effect on behavioral intention (β = 0.046, not significant), and behavioral control has no significant effect on behavioral intention (β = 0.00, not significant). These results suggest that environmental awareness is a crucial antecedent influencing attitudes and perceptions that, in turn, affect behavioral intention toward sustainable air travel. However, perceptions of airline sustainability and behavioral control do not significantly predict behavioral intention in this model.

5. Discussion

The results of this study highlight the pivotal role of environmental awareness as a fundamental driver influencing passengers’ attitudes and perceptions toward sustainable air travel in Thailand [49,50,51]. Consistent with previous research based on the Theory of Planned Behavior (TPB) [52], the significant impact of environmental awareness on green attitude, perceived airline sustainability, and behavioral control aligns with the idea that knowledge and perception are primary precursors of behavioral intentions (H1–H3) [53]. Passengers with a greater understanding of climate change and environmental impacts tend to develop supportive attitudes and positive perceptions of airline sustainability efforts, which in turn should motivate eco-friendly travel behaviors.
However, interestingly, this study found that green attitude significantly influences behavioral intention (H4). This finding is consistent with previous studies emphasizing the essential role of attitude in shaping sustainable behavioral intentions. For example, references [54,55] developed an extended TPB model and found that environmental knowledge influenced consumers’ intentions to visit green hotels primarily through green attitude rather than directly [56].
Perceived airline sustainability (H5) and behavioral control (H6) do not have a significant direct effect on behavioral intention. This suggests that although environmental awareness significantly influences both perceived airline sustainability and behavioral control [57], these two constructs do not mediate the relationship between awareness and intention as expected. In other words, even if awareness enhances perceptions of airline responsibility and perceived ease of engagement, these factors alone do not translate into a stronger behavioral intention. The critical pathway appears to be that awareness influences Behavioral intention primarily through green attitude, emphasizing the importance of internalized attitudes over perceptions of airline efforts or perceived behavioral ease. This indicates that awareness’s impact on intention is largely mediated by how it shapes personal attitudes rather than external perceptions or control perceptions [58].
This finding warrants further investigation. One potential explanation is that passengers might recognize airline sustainability efforts and perceive behavioral control but remain unconvinced that these perceptions can directly alter their intentions without a strong internal attitude. A comparison with similar studies, such as those by [59,60,61,62], illustrates that, while perceived responsibility and control are generally considered mediators, their influence can vary depending on contextual factors such as trust, perceived efficacy, and message framing [63,64]. Barriers like skepticism about airline claims, the perceived complexity of offsets, or doubts about the effectiveness of personal contribution may diminish the mediating role of these constructs, rendering environmental awareness less effective unless it substantially shapes internal attitudes [65,66].
These findings imply that efforts solely focusing on enhancing perceptions of airline responsibility or perceived behavioral control might be insufficient. Instead, industry and policymakers should prioritize strengthening internal drivers, particularly environmental awareness and positive attitudes, through targeted education and transparent communication. Simplifying offset mechanisms and making participation more accessible can help translate awareness into actual behavior by boosting perceived behavioral control [67]. Developing integrated strategies that combine informative and trustworthy messaging with user-friendly engagement platforms may more effectively bridge the gap between intention and action.
In conclusion, this study underscores the importance of fostering environmental awareness and cultivating positive green attitudes as a primary means of influencing passenger support for sustainable air travel. Although perceived airline responsibility and behavioral control are relevant constructs, their mediating effects on intention are limited unless they are bolstered by internal attitudes. Future research should further explore these mediating pathways, comparing findings across different contexts, and investigate underlying reasons such as trust, perceived efficacy, and message framing that may explain these results. Strengthening internal motivation and attitudes remains key for promoting sustainable behaviors among Thai travelers and ensuring the long-term sustainability of the aviation industry.

6. Policy Recommendations for Both the Public and Private Sectors

Based on the findings, this study recommends that airlines adopt a comprehensive, multi-faceted approach to develop effective strategies for implementing carbon credit charging with passengers. To ensure the robustness of these recommendations, a rigorous methodological framework was employed, integrating quantitative data collection, advanced statistical analysis, and strategic interpretation to inform practical interventions.
The research methodology began with the design of a structured survey instrument aimed at capturing passengers’ environmental knowledge, attitudes, perceived behavioral control, subjective norms, and behavioral intentions regarding carbon offsetting. The questionnaire was developed through a thorough literature review and expert consultations to ensure content validity and subsequently refined and validated using confirmatory factor analysis (CFA). This initial step helped establish the reliability and validity of the measurement model, ensuring that the constructs accurately reflected the underlying theoretical framework. Following instrument validation, data were collected via online platforms, targeting a diverse sample of airline passengers to ensure representativeness across different demographic groups. The collected data then underwent a sequence of analytical procedures. Descriptive statistics provided an overview of participant characteristics and response distributions, establishing a foundation for subsequent analyses.
The core analytical approach involved the use of structural equation modeling (SEM), which allowed for testing the hypothesized relationships among variables and assessing the overall model fit. SEM was chosen because of its capacity to evaluate complex causal pathways and mediating effects, aligning well with the study’s aim to understand how environmental knowledge influences behavioral intentions through mediators such as attitudes and perceived control. The process began with testing the measurement model through CFA, which confirmed the internal consistency and convergent/discriminant validity of the constructs. Once measurement validity was established, the structural model was evaluated to examine the strength and significance of the relationships between variables.
The results of SEM analyses provided insights into which factors significantly influence passengers’ willingness to pay for carbon credits. Notably, environmental knowledge and positive attitudes were identified as critical drivers, reinforcing the importance of targeted educational initiatives. Perceived behavioral control emerged as a key facilitator, highlighting the necessity of transparent and accessible offset programs.
Building on these findings, this study developed actionable recommendations for airlines. These included prioritizing educational campaigns that utilize online platforms and in-flight information and designing simple and transparent carbon offset schemes to enhance perceived behavioral control. Offering multiple options tailored to passengers’ preferences, alongside incentives such as discounts or loyalty points, can effectively promote participation. Additionally, fostering a culture of environmental responsibility through community-based initiatives and long-term commitments can help shape favorable social norms. The integration of carbon offset charges into flexible pricing models, particularly for international flights, with voluntary or mandatory options supported by incentives, was also recommended to facilitate mainstream adoption.
Finally, to ensure the credibility of the proposed strategies, airlines are encouraged to collaborate with reputable environmental organizations and conduct pilot programs to evaluate passenger receptiveness. The insights gained from these pilot initiatives can inform continuous refinements, ensuring that the interventions remain aligned with passenger preferences and behavioral trends. By systematically employing this integrated methodological approach, airlines can effectively contribute to global climate mitigation efforts while responding to increasing environmental consciousness among airline travelers.

7. Conclusions

This research offers important insights into the key drivers that influence passengers’ attitudes and behavioral intentions toward sustainable air travel in Thailand. The study underscores that environmental awareness plays a pivotal role in shaping positive green attitudes, perceptions of airline responsibility, and perceived behavioral control, all of which are fundamental in fostering intentions to support sustainable practices, such as carbon offsetting. The findings reveal that enhancing passengers’ environmental knowledge and cultivating a positive mindset are essential strategies for promoting eco-friendly travel behavior.
Notably, this study found that perceptions of airline sustainability and behavioral control, while influential in theory, did not have a statistically significant direct effect on behavioral intention in this context. This finding highlights that internal factors, particularly awareness and attitude, are more crucial in predicting actual support for sustainable travel behaviors. Therefore, efforts aimed solely at improving perceptions of airline responsibility or making offset options easier may not be sufficient unless they are accompanied by increased environmental awareness and a change in attitude.
The results suggest that policymakers and airline companies should focus on comprehensive education campaigns and transparent communication to raise environmental awareness. Developing accessible, clear, and trustworthy offset programs, incentivized through rewards or recognition, can further motivate passengers’ active participation. Collaborations with environmental organizations and innovative digital platforms can also help increase trust and streamline the support process, making sustainable choices more tangible and achievable for travelers.
In summary, promoting a strong green mindset through targeted information, attitude-building, and confidence-boosting strategies is vital to transforming passengers’ intentions into sustainable environmental actions. Implementing integrated policies that emphasize education, transparency, and engagement will be key to advancing Thailand’s goal of establishing itself as a regional leader in sustainable aviation. Future research should explore new methods and interventions to further empower travelers, ensuring that sustainable air travel becomes a normative and long-lasting practice, thereby contributing to the broader goal of environmental conservation and climate change mitigation.

8. Limitations and Future Research

Despite the valuable insights provided by this study, several limitations should be acknowledged. First, the research was conducted exclusively among passengers of full-service airlines in Thailand, specifically Thai Airways and Bangkok Airways. This focus may limit the generalizability of the findings to other airline segments, such as low-cost carriers or international travelers, whose attitudes and behaviors toward sustainability might differ. Second, data collection was performed through online surveys, which may introduce response bias, as participants with higher environmental awareness or interest in sustainability are more likely to respond. Third, the cross-sectional design of the study captures passenger attitudes and perceptions at a specific point in time. As environmental awareness and travel behaviors can evolve rapidly, longitudinal research is needed to assess changes over time and better understand causality.
Furthermore, while this study confirmed the importance of environmental awareness and attitudes, it did not explore other relevant factors such as cultural influences, economic considerations, or the role of corporate communication strategies by airlines. These areas may significantly shape passengers’ support for sustainable practices and warrant further investigation.
For future research, it would be beneficial to expand the scope to include diverse passenger groups, such as international travelers and users of low-cost airlines, to gain a comprehensive understanding of sustainable air travel behaviors across different segments. Longitudinal studies could also provide deeper insights into how attitudes and intentions change with increased awareness and industry developments. Additionally, experimental or intervention-based studies could evaluate the effectiveness of specific marketing approaches, educational campaigns, or policy initiatives in advancing sustainable travel habits.
Finally, integrating behavioral economics and technological innovation perspectives, such as examining the impact of digital platforms, gamification, or personalized incentives, could uncover novel strategies to motivate sustainable travel behaviors. Such research would contribute to the development of more effective and targeted interventions that promote the long-term adoption of environmentally responsible air travel practices, ultimately supporting Thailand’s sustainability goals and global climate commitments.

Author Contributions

Conceptualization, D.T. and J.L.; methodology, D.T. and J.L.; software, J.L.; validation, D.T. and J.L.; formal analysis, J.L.; investigation, D.T.; resources, J.L.; data curation, D.T.; writing—original draft preparation, D.T. and J.L.; writing—review and editing, D.T. and J.L.; visualization, J.L.; supervision, J.L.; project administration, J.L.; funding acquisition, D.T. All authors have read and agreed to the published version of the manuscript.

Funding

This research project was financially supported by Mahasarakham University.

Institutional Review Board Statement

The study was conducted in accordance with the Mahasarakham University Ethics Committee, and the protocol was approved by the Ethics Committee of 086-106/2568. The certificate is valid from 17 February 2025 to 16 February 2026.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

Data can be provided upon request to the first author and will be made available only for academic requests.

Conflicts of Interest

The authors declare that they have no conflicts of interest.

Abbreviations

The following abbreviations are used in this manuscript:
p-valueSignificance
VIFsVariance Inflation Factors
X ¯ Mean
S.D.Standard Deviation
dfDegree of Freedom
tt-distribution
RMSEARoot Mean Square Error of Approximation
SRMRStandard Root Mean Square Residual
CFIComparative Fit Index
TLITucker–Lewis Index
t-valueThe sample estimates are exactly equal to the null hypothesis.
CRComposite Reliability
AVEAverage Variance Extracted
βRegression Coefficient

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Sustainability 17 07254 g001
Figure 1. Research conceptual framework.
Figure 1. Research conceptual framework.
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Figure 2. Results of the structural equation modeling. ** p < 0.01.
Figure 2. Results of the structural equation modeling. ** p < 0.01.
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Table 1. Summary of the fit statistics of the measurement model.
Table 1. Summary of the fit statistics of the measurement model.
Final Measurement ModeldfRMSEA aSRMR bCFI cTLI d
2.4960.0610.0440.9180.913
The target of the criterion [48]3<0.07<0.08>0.90>0.90
Note: RMSEA a = Root Mean Square Error of Approximation; SRMR b = Standardized Root Mean Square Residual; CFI c = Comparative Fit Index; TLI d = Tucker–Lewis Index.
Table 2. Measurement model results.
Table 2. Measurement model results.
ConstructsMeasurement LabelLoadingt-Value
Environmental Awareness (EA) VIF = 1.000; CR = 0.942;
α = 0.944; AVE = 0.742		EA 1. I have a good understanding of how air travel impacts climate change.0.93724.363
EA 2. I am aware of the effects of air travel on the environment and global warming.0.86714.952
EA 3. I comprehend the impact of air travel on global health and the environment.0.87014.187
Green Attitude (GA)
VIF = 1.426; CR = 0.959;
α = 0.955; AVE = 0.714		GA 1. I support the use of more advanced aircraft designed to reduce environmental impacts.0.85316.595
GA 2. I believe supporting environmental activities related to air travel should become more important in the future.0.84315.869
GA 3. I have a positive attitude toward airlines that engage in sustainability and environmental preservation.0.86313.731
Perceived Airline Sustainability (PAS)
VIF = 1.293; CR = 0.970; α = 0.967; AVE = 0.791		PAS 1. I believe most airlines in Thailand genuinely take responsibility for the environment and sustainability.0.92914.941
PAS 2. I tend to support airlines that clearly demonstrate their commitment to sustainability and eco-friendly practices.0.97818.798
PAS 3. I am interested in receiving and receive sufficient information from airlines about their sustainability plans and progress.0.95321.159
Behavioral Control (BC)
VIF = 1.575; CR = 0.916;
α = 0.910; AVE = 0.737		BC 1. I think that supporting environmental actions, such as purchasing carbon credits, is easy and convenient.0.95519.187
BC 2. I feel confident that I can support environmentally friendly practices, such as choosing green airlines, to the best of my ability.0.86111.707
BC 3. I believe that following sustainable guidelines in air travel is manageable for me.0.88012.133
Behavioral Intention (BI)
CR = 0.946; α = 0.940; AVE = 0.813		BI 1. I intend to support and participate in sustainability activities, such as buying carbon credits, soon.0.7127.361
BI 2. I plan to choose airlines that operate sustainably and are environmentally friendly more frequently.0.94619.323
BI 3. I am committed to encouraging government and airlines to implement more sustainability measures in the future.0.92916.864
Note: CR: composite reliability; α: Cronbach’s alpha values; AVE: Average Variance Extracted; VIF: Variance Inflation Factor (values < 5 indicate no multicollinearity issue).
Table 3. Discriminant validity—heterotrait–monotrait ratio (HTMT).
Table 3. Discriminant validity—heterotrait–monotrait ratio (HTMT).
ConstructEAGAPASBCBI
Environmental Awareness (EA)
Green Attitude (GA)0.444
Perceived Airline Sustainability (PAS)0.2970.363
Behavioral Control (BC)0.3550.5700.483
Behavioral Intention (BI)0.3280.3630.1710.213
Table 4. Discriminant validity using the Fornell–Larcker criterion.
Table 4. Discriminant validity using the Fornell–Larcker criterion.
ConstructMeanS.D.EAGAPASBCBI
Environmental Awareness (EA)4.27731.071760.862
Green Attitude (GA)4.53251.136560.4280.845
Perceived Airline Sustainability (PAS)4.31501.118620.3350.5320.890
Behavioral Control (BC)4.16181.113020.3090.3550.4570.859
Behavioral Intention (BI)4.17331.155080.2890.3460.1630.1960.902
Table 5. Path analyses (direct effects).
Table 5. Path analyses (direct effects).
Direct EffectPatht-Valuep-ValuesResults
H1EA → GA8.855 ***0.000Accepted
H2EA → PAS5.525 ***0.000Accepted
H3EA → BC6.735 ***0.000Accepted
H4GA → BI5.732 ***0.000Accepted
H5PAS → BI0.816 n.s0.415Rejected
H6BC → BI0.001 n.s0.999Rejected
Notes: *** p < 0.01; n.s. = p > 0.05.
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Tandamrong, D.; Laphet, J. Exploring the Influence of Green Mindset on Passengers’ Intentions Toward Sustainable Air Travel: Evidence from Thailand. Sustainability 2025, 17, 7254. https://doi.org/10.3390/su17167254

AMA Style

Tandamrong D, Laphet J. Exploring the Influence of Green Mindset on Passengers’ Intentions Toward Sustainable Air Travel: Evidence from Thailand. Sustainability. 2025; 17(16):7254. https://doi.org/10.3390/su17167254

Chicago/Turabian Style

Tandamrong, Duangrat, and Jakkawat Laphet. 2025. "Exploring the Influence of Green Mindset on Passengers’ Intentions Toward Sustainable Air Travel: Evidence from Thailand" Sustainability 17, no. 16: 7254. https://doi.org/10.3390/su17167254

APA Style

Tandamrong, D., & Laphet, J. (2025). Exploring the Influence of Green Mindset on Passengers’ Intentions Toward Sustainable Air Travel: Evidence from Thailand. Sustainability, 17(16), 7254. https://doi.org/10.3390/su17167254

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