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Today’s enviornmetnal problems cannot be solved solely with technical and economic measures, a betterunderstanding of human attitudes and behaviors is also required. This study examines air travelers’environmetnal knowledge, environmental attitudes, environmental behaviors, and pro-environmental air travelbehavior in Taiwan. The relationships between environmental consciousness components with thesocio-demographic variables are also tested. A field survey was administered to collect data from airlinecustomers. The results show that Taiwanese passengers have moderate to high levels of environmetnalknowledge and overall possess a favorable environmetnal attitude. While they engage in generalenvironmentally friendly behavior quite often, their pro-enivornmental air travel behavior is low. In addition,some differences concerning environmetnal knowledge, attitudes and behaviors exist across gender, age, andeducation factors. The contribution of this research is to broaden the udnerstanding of airline customers byexamining their environmental consciousness and provide insights for airlines’ selective marketing toenviornmentally concerned customers.
Chen et al. (Wed,) studied this question.