Diversity in the acceptance of sustainable aviation fuels: Uncovering varying motivational patterns

The aviation sector’s significant contribution to greenhouse gas emissions has spurred interest in sustainable aviation fuels (SAF) as a means to mitigate environmental impact. This study examines user diversity in the public acceptance of power-to-liquid aviation fuels (eSAF), exploring varying attitudes towards the environment, flying, and eSAF adoption. Through a quantitative survey of a representative German sample, three distinct segments emerged: the Environment-Centered Approvers, the Flying-Centered Approvers, and the Skeptical. The Environment-Centered Approvers prioritize environmental concerns and perceive moral obligations to use eSAF for climate protection. In contrast, the Flying-Centered Approvers prioritize the continuation of flying with reduced environmental impact, while the Skeptical exhibit a more cautious and uncertain stance towards eSAF adoption. The study highlights the importance of tailoring communication strategies based on the unique motivations and concerns of each subgroup to effectively promote eSAF adoption.