Understanding military pilots’ fuel-saving intentions for supporting logistics missions

Military pilots can play important roles in saving aviation fuel by operating aircraft in an environmentally sustainable manner. Based on the theory of planned behavior (TPB), this study investigates the factors associated with cargo pilots’ fuel-saving intentions during logistics missions. We collected 108 survey responses, including 62 from the United States Air Force (USAF) and 46 from the Republic of Korea Air Force (ROKAF). Confirmatory factor analysis (CFA) and structural equation modeling (SEM) using the survey data show partial support for the relationships between three antecedents (attitude, subjective norms, and perceived behavioral control) and behavioral intention. Contrary to existing studies involving TPB, which are mostly about personal choices with some degree of freedom, the results suggest that the impact of subjective norms is greater than that of attitude in this study context, which can be explained by the rigid military culture and strict air traffic control including specific routes, altitudes, and speeds mandated by Air Combat Command. The theoretical and practical contributions of this study provide insights into how subjective norms influence intentions across different contexts, extending the applicability of TPB to industries with rigid organizational cultures and tight operational controls, such as the airline industry.