Beyond satisfaction: How environmental attitudes shapes customer preferences for Turkish domestic air passengers

Despite its substantial customer value in enhancing mobility and connectivity, air transportation prompts concerns regarding sustainability across social, economic, and environmental dimensions. Recognizing the sustainability challenges in Turkey's domestic air travel market and emphasizing the importance of assessing passenger perspectives to ensure regulatory effectiveness, this study investigates how environmental attitudes, perceived value, and satisfaction influence customer preferences. Results from the structural path model analysis highlight the significant impact of emotional value, reliability, comfort, and customer value on air travel satisfaction, affecting both current and future preferences. Gender moderates the influence of safety on satisfaction, with women perceiving it as more critical. While Turkish domestic air passengers express significant environmental concerns, these concerns do not always translate directly into their travel preferences.