Consumer acceptance of sustainable airlines through the lens of the triple bottom line

Most sustainability practices in the aviation industry focus primarily on environmental and economic dimensions, often neglecting the social aspects. Furthermore, previous studies have not adequately explored how consumers perceive the sustainability levels of airports and airlines. Instead, they have typically examined consumer recognition of green products and services. This study aims to fill this gap by analyzing consumer acceptance of sustainable airlines from a holistic perspective through the lens of the Triple Bottom Line (TBL) in Türkiye. To achieve this objective, this study begins with qualitative methods, such as in-depth interviews and focus groups, to explore the factors driving consumer acceptance of airlines' sustainability practices. After collecting 255 questionnaires, this study further employed Partial Least Squares (PLS) path modeling to explain sustainable consumption behavior in the context of Turkish civil aviation. The findings indicate that the environmental, social, and economic pillars of sustainability significantly influence consumer behavior through their behavioral intentions toward sustainable airlines. This study emphasizes the importance of social factors, which have the second-strongest impact on behavioral intention. Social factors are as critical as economic and environmental factors in explaining consumer acceptance of sustainable airlines. Lastly, this study presents a comprehensive and robust model that elucidates the factors affecting consumer acceptance of sustainable airlines. This model serves as a valuable resource for academics and airline managers seeking to define and understand the sustainable consumption behaviors of air travelers.