The influence of environmental knowledge on green purchase intention in the air travel industry: the mediating role of green attitude

The air travel industry, which is a significant contributor to greenhouse gas emissions, has placed environmental concerns at the forefront of its operations and marketing efforts. This study aims to examine the influence of environmental knowledge on green purchase intention while considering the mediating effect of green attitude. To this end, conceptual model was tested using the partial least squares path modelling (PLS-PM) technique and ADANCO, with 156 valid responses from Turkey collected via a structured questionnaire administered to passengers. The results indicated that both environmental knowledge and green attitude have positive and significant impacts on green purchase intention. Additionally, green attitude mediates the relationship between environmental knowledge and green purchase intention. These findings suggest that an increase in consumers' environmental knowledge has both direct and indirect effects on their inclination to purchase environmentally friendly air travel products.