The Prospective Consumers of the Indonesian Green Aviation Initiative for Sustainable Development in Air Transportation

Abstract

The Indonesia government’s pledge on moderation climate change and greenhouse gas decline will affect the development of energy and transportation. However, shifting to these new green products is naturally problematic. Recognizing the prospective customer is even more challenging if there is no prediction base. This study is concentrated on discerning the inclinations to forecast the potential consumers by applying Schwartz’s Portrait Value Questionnaire (PVQ), mediated with three established groups, namely: the (1) LOHAS (Lifestyle of Health and Sustainability); (2) traditionalists and (3) career-oriented. By referring to five diffusions of an innovation model, the adopters who are prospectively using the green aviation are assessed. The negative path to technology enthusiast and visionaries denote no market. However, if these two niches are found, they will become the focal point for segmenting the market. The relationship among the constructs is assessed using structural equation modeling on 178 samples that are residing in main cities of Indonesia.