Publicação
Greenwashing in the aviation industry: a generational analysis of sustainability perceptions and willingness to pay
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Lages, Carmen | |
| dc.contributor.advisor | Ortiz, Sergio Páramo | |
| dc.contributor.author | Costa, Maria | |
| dc.date.accessioned | 2025-07-22T08:38:04Z | |
| dc.date.available | 2025-07-22T08:38:04Z | |
| dc.date.issued | 2025-01-31 | |
| dc.date.submitted | 2025-01-22 | |
| dc.description.abstract | This thesis researches the impact of airline greenwashing on consumers’ willingness to pay for sustainable air travel in the Italian market, focusing on the distinct purchasing habits of Millennials and Generation Z consumers. Employing a survey of 120 valid responses, the study highlights the complex relationship between perceived greenwashing and WTP, showing that higher perceptions of greenwashing significantly influence consumer purchasing decisions. The findings demonstrate the moderating effects of gender, income and educational level variables, emphasizing how demographic and socioeconomic factors influence customers reactions to business sustainability initiatives, underlining the critical need for transparency and authenticity in corporate environmental communication. | pt_PT |
| dc.identifier.tid | 203958896 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/185429 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Greenwashing | pt_PT |
| dc.subject | Aviation industry | pt_PT |
| dc.subject | Willingness to pay | pt_PT |
| dc.subject | Sustainability | pt_PT |
| dc.subject | Consumer behavior | pt_PT |
| dc.subject | Generational attitudes | pt_PT |
| dc.subject | Consumer awareness | pt_PT |
| dc.subject | Environmental ethics | pt_PT |
| dc.subject | Airline industry marketing | pt_PT |
| dc.title | Greenwashing in the aviation industry: a generational analysis of sustainability perceptions and willingness to pay | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics | pt_PT |