Are consumers willing to pay more for green innovations? Insights from the air transport industry

IF 11.1 1区 管理学 Q1 ENGINEERING, INDUSTRIAL
Paul Chiambaretto , Sara Laurent , Ulrike Schmalz , Mengying Fu , Audrey Rouyre , Camille Bildstein , Anne-Sophie Fernandez
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Abstract

This research investigates whether consumers are willing to pay more for green innovations. As green innovations are often more complex and costly to develop or operate than are conventional innovations, it is important to assess whether consumers truly value the environmental benefits associated with green innovations. Focusing on the specific case of the air transport industry, we investigate whether air passengers are willing to pay more for greener flights (i.e., using new technologies that have lower greenhouse gas emissions). To do so, we conduct a choice-based conjoint (CBC) analysis in which respondents are confronted with several product profiles for a plane ticket. The sample comprises 17,325 choices made by 1155 respondents from North America, Europe, Asia and Oceania. The results reveal passengers’ willingness-to-pay (WTP) (in euros) to switch from traditional jet fuel to different technological options that emit fewer greenhouse gas emissions than does kerosene. The results also investigate whether passengers are willing to accept longer flight times, which is an alternative operational method for reducing CO2 emissions. Additional analyses reveal that attitudes toward air transport (flight shame and trust in the aviation industry) and general pro-environmental attitudes and behaviors increase the WTP of passengers for greener innovations, while sociodemographics (age, gender and education) have no significant impact on WTP. This research extends the literature on green innovation by underlining the importance of its social acceptance and by highlighting under which circumstances consumers are willing to pay more for green innovations.

消费者是否愿意为绿色创新支付更多费用?航空运输业的启示
本研究调查消费者是否愿意为绿色创新支付更多费用。与传统创新相比,绿色创新往往更加复杂,开发或运营成本更高,因此评估消费者是否真正重视绿色创新带来的环境效益非常重要。我们以航空运输业为例,调查乘客是否愿意为更环保的航班(即使用温室气体排放量更低的新技术)支付更多费用。为此,我们进行了基于选择的联合分析(CBC),让受访者面对飞机票的几种产品情况。样本包括来自北美、欧洲、亚洲和大洋洲的 1155 名受访者做出的 17,325 项选择。结果显示了乘客的支付意愿(WTP)(单位:欧元),即从传统的喷气机燃料转向温室气体排放量低于煤油的不同技术选择。结果还调查了乘客是否愿意接受更长的飞行时间,这也是减少二氧化碳排放的另一种操作方法。其他分析表明,对航空运输的态度(飞行羞耻感和对航空业的信任)以及一般的亲环境态度和行为会增加乘客对绿色创新的 WTP,而社会人口统计(年龄、性别和教育程度)对 WTP 没有显著影响。这项研究强调了绿色创新获得社会认可的重要性,并强调了在何种情况下消费者愿意为绿色创新支付更多费用,从而扩展了有关绿色创新的文献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Technovation
Technovation 管理科学-工程:工业
CiteScore
15.10
自引率
11.20%
发文量
208
审稿时长
91 days
期刊介绍: The interdisciplinary journal Technovation covers various aspects of technological innovation, exploring processes, products, and social impacts. It examines innovation in both process and product realms, including social innovations like regulatory frameworks and non-economic benefits. Topics range from emerging trends and capital for development to managing technology-intensive ventures and innovation in organizations of different sizes. It also discusses organizational structures, investment strategies for science and technology enterprises, and the roles of technological innovators. Additionally, it addresses technology transfer between developing countries and innovation across enterprise, political, and economic systems.
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