How to enhance travelers' pro-environmental intentions in the context of air taxis: focusing on the environmental performance index

Purpose How psychological benefits shape attitude and pro-environmental intentions in the context of air taxis was investigated in this study, extending the theory of planned behavior and focusing on the environmental performance index (EPI) as a moderator. Design/methodology/approach The online survey data were collected from 310 respondents in the United Kingdom (high EPI) and 309 in Pakistan (low EPI) respondents, who were exposed to a short video and article about air taxis, and were analyzed using structural equation modeling. Findings Warm glow shaped attitude in both groups, while nature experiences and self-expressive benefits did so only in the United Kingdom. Attitude and perceived behavioral control predicted pro-environmental intentions across both countries, with subjective norm significant in the British group only. Lastly, the EPI was identified as a moderator in the relationship between nature experiences and attitude. Practical implications This study's results can be utilized by air taxi companies and tourism marketers to enhance pro-environmental intentions by implementing nature-based advertising in high-EPI countries and education-focused campaigns in low-EPI countries. Originality/value This study is the first to provide relevant recommendations for air taxi technology companies aiming to enhance psychological benefits and improve understanding of the importance of the EPI.