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Greenwashing in the aviation industry: a generational analysis of sustainability perceptions and willingness to pay
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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.
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Palavras-chave
Greenwashing Aviation industry Willingness to pay Sustainability Consumer behavior Generational attitudes Consumer awareness Environmental ethics Airline industry marketing