Investigation of New Zealand Air Passengers' Willingness to Co‐Finance Commercial Airlines' Sustainability Initiatives

ABSTRACT The aviation sector faces intense pressure to cut carbon emissions and is facing challenges to modify its operations in order to achieve sustainability goals. This research explores New Zealand passengers' awareness of sustainable aviation options and their readiness to make voluntary financial contributions to corporate initiatives aimed at making aviation more environmentally friendly. This study evaluates air travellers' awareness, views and financial readiness to support initiatives such as use of biofuels, carbon offsetting, barriers and motivations. The mixed‐methods approach was used as the primary data collection method using online questionnaires. Findings revealed a high level of awareness regarding sustainable options in commercial aviation among passengers, while fewer than half of the respondents would ever consider any carbon offsetting. The average proposed contribution is NZ$6.78 per passenger. The findings of this investigation leverage knowledge in psychological, social and political patterns in New Zealand, providing a deeper understanding of motivations and barriers to consumer backing for sustainable and effective aviation practices.