The effects of airline customers’ value orientations on brand attitude and purchase intention toward voluntary carbon offset programs

Key Points

• The aim is to analyze the effects of airline customers’ value orientations on brand attitudes and purchase intentions regarding voluntary carbon offset programs.
• Conducted online surveys with 397 airline passengers after showing a VCO program video.
• Utilized PLS-SEM (Partial Least Squares Structural Equation Modeling) for data analysis.
• Examined how biocentric, altruistic, and egocentric values affect brand attitude and purchase intention.
• Biocentric, altruistic, and egocentric values significantly influenced brand attitude, with biocentric value having the strongest impact.
• Brand attitude significantly affected purchase intention.
• The effect of value orientation on purchase intention was indirect, mediated through brand attitude.