Lages, CarmenOrtiz, Sergio PáramoCosta, Maria2025-07-222025-07-222025-01-312025-01-22http://hdl.handle.net/10362/185429This 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.engGreenwashingAviation industryWillingness to paySustainabilityConsumer behaviorGenerational attitudesConsumer awarenessEnvironmental ethicsAirline industry marketingmaster thesis203958896