The Effect of Airlines’ Green Image on the Egyptian Air Travelers’ Behavioural Intentions to Adopt Green Practices

Document Type : Original Article

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Faculty of Tourism and Hotels, Alexandria University

Abstract

Air travellers are becoming increasingly climate-conscious around the world. The growing trend of environmental awareness after COVID-19 pandemic, along with the recognition of the carbon footprint of flying, have derived many airlines in the world aviation market to focus on building a green image in the context of integrating sustainability in their marketing strategies. This research aims to explore how an airlines’ green image can affect the behavioural intentions of Egyptian air travelers to adopt green practices and strengthen the airline’s competitive advantage. Additionally, this research contributes to the image enhancement of the Egyptian flag carrier, Egypt air. In this regard, a quantitative approach will be adopted using an online semi-structured questionnaire in order to investigate the effect of the green image of airlines on the behavioral intentions of the Egyptian air travelers to adopt green practices. Finally, it was concluded that the relatively high Egyptian passengers’ awareness of the negative environmental impacts of aviation industry should motivate the national flag carrier, Egyptair and other airlines operating in the Middle East to make initiatives concerning the green aviation at the purpose of gaining a competitive advantage and good reputation through enhancing their green image.

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