Sustainable airport strategies and passenger loyalty: A mediated-moderation approach

Airports face the pressing challenge of reconciling rapid growth in air travel with increasing demands for environmental sustainability. Balancing passenger expectations for safe, efficient, and affordable services while minimising environmental impact has become a universal concern. Thus, this study explores the influence of airports’ green design and green practices on their green image and reputation, identifying the mechanisms through which sustainability initiatives contribute to enhancing passenger trust and fostering loyalty. Additionally, it examines how green image and reputation shape passengers’ trust and, in turn, their loyalty. The research also evaluates the mediating effects among these variables and assesses the moderating role of airport safety perceptions. Adopting a quantitative approach, data were collected from airport passengers in Egypt and then analysed utilising PLS-SEM. The findings revealed that green design and practices affect green image and reputation, which in turn, boosting green trust and ultimately lead to airport loyalty. Green image, reputation, and trust act as mediators, linking sustainable initiatives to passenger loyalty in the airport context. Theoretically, this empirical work tests a structural model expanding the existing literature on airports by highlighting the pathways through which green practices and initiatives shape passenger behaviour. Practically, the findings guide airport managers in prioritising green initiatives, reinforcing passenger trust and loyalty.