IMPACT OF GREEN IMAGE ON CUSTOMER ATTITUDE, DESIRE, AND BEHAVIOR
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
UMT, Lahore
Abstract
With the passage of time, people becoming more concern about environment protection and the
negative effect of certain business activities on environment and aviation industry is from one of
them which is continuously impacting the environment globally. This research topic has not paid
much attention in the aviation sector of Pakistan hence, this indicates the importance of the
chosen topic. Green image of airline has become an essential aspect to attract the customers by
developing brand awareness and implementing green activities in aviation operations. This study
identify and explains the results of the impact of green image (GI) on customer desire (CD),
customer attitude (CA), and customer behavior (CB). This research has been carried out by
collecting data through online survey by distributing questionnaires to the airline customers to
analyze their concerns about green image airline and how they behave towards this concept. The
results has shown that that customers are affected by green image of the airlines. In addition, it
has been analyzed in this research that private airlines tend to be more concern towards green
image (GI) then public airlines. There are certain limitations has been found while conducting
this research. Main and first limitation is the lockdown due to Cvoid-19 which has greatly
affected this study. Because of the safety measure and lockdown issue, data collection for this
research has been done though online medium which cannot be considered entirely accurate
because we were not present at the time when the respondents were responding to the
questionnaires.