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  • This study investigates and analyzes the behavioral intentions of consumers in Guangdong region towards All-Electric Aircraft (AEA) within the theoretical framework of the Theory of Planned Behavior (TPB), and uses Structural Equation Modeling (SEM) and SmartPLS to analyze the collected data. According to the existing literature, TPB and SEM have not been used to evaluate the electric aviation market in Guangdong region. The purpose of this study is exploratory, adopting a quantitative research method. Structured questionnaires are distributed to approximately 100 consumers in Guangdong to explore their overall cognition of electric aircraft, the factors influencing such cognition, and their willingness to use electric aircraft. The study finds that consumers’ attitude, subjective norm, and environmental concern have a positive impact on their adoption of the new AEA technology, while perceived behavioral control and perceived risk are found to have no effect on consumers. The results of this study provide valuable insights for airlines, aircraft manufacturers, and policymakers. By understanding consumers’ concerns and preferences, airlines can formulate more effective marketing strategies to promote electric aircraft. Aircraft manufacturers can utilize these findings to improve the design and performance of electric aircraft and address consumers’ concerns. Policymakers can formulate relevant policies to support the development and adoption of electric aircraft and promote the sustainable development of the aviation industry.

  • All-electric aircraft (AEA) have garnered significant attention due to their potential to achieve zero carbon emissions and reduce noise pollution, contributing to global environmental sustainability. This study examines consumer behavioural intentions toward AEA in Guangdong, China, using the Theory of Planned Behavior (TPB) as the theoretical framework. Data were collected through structured questionnaires distributed to 100 potential adopters, assessing their awareness, influencing factors, and willingness to adopt the technology. Structural Equation Modeling (SEM) was employed to analyse the responses. The findings indicate that consumers’ attitudes, subjective norms, and environmental concerns positively influence their adoption of AEAs. Interestingly, perceived behavioural control and perceived risk were found to have no significant effect. These insights offer practical implications for accelerating AEA adoption in Guangdong's aviation sector. For airlines, the results highlight the importance of emphasising environmental benefits and social endorsements in marketing campaigns. Manufacturers can strengthen safety perceptions to align with consumer expectations, while policymakers may consider infrastructure investments to mitigate adoption barriers. Collectively, these measures could foster broader acceptance of AEAs, supporting regional decarbonisation goals in the regional air transport sector.

Last update: 3/26/26, 4:01 AM (UTC)