From awareness to action: how CSR and environmental values shape sustainable air travel choices

Purpose This study examines how environmental awareness and environmental concern shape travelers' endorsement of airline environmental CSR initiatives and how these perceptions influence attitudes toward eco-friendly flights, booking intention and willingness to pay a premium. Design/methodology/approach Data were collected from 326 US air travelers and analyzed using partial least squares structural equation modeling (PLS-SEM). The model tested direct, mediation and serial mediation effects. Findings Environmental awareness and environmental concern were positively associated with travelers' endorsement of airline environmental CSR initiatives, with environmental concern showing the stronger effect. Airline environmental CSR initiatives positively influenced attitudes toward eco-friendly flights, which predicted booking intention and willingness to pay. The mediation and serial mediation results showed that CSR perceptions, attitudes and booking intention explain how environmental values are translated into willingness to pay for eco-friendly flights. Practical implications The findings suggest that airlines should communicate environmental CSR initiatives in credible, measurable and transparent ways. Travelers may be more willing to support eco-friendly flights when they understand how sustainability initiatives are implemented and how premiums contribute to environmental outcomes. Originality/value This study contributes to sustainable aviation research by testing a mechanism-based value–CSR–attitude–behavior pathway. It clarifies not only whether environmental values, CSR perceptions, attitudes, booking intention and willingness to pay are related, but also how these relationships unfold.