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The aviation sector is transforming as electrification emerges as a promising technology. Adopting battery-electric aircraft (BEA) - aircraft that solely rely on rechargeable onboard batteries - is a sustainable alternative to conventional aviation that could change short-haul regional travel habits for business and leisure travellers. This study examines the factors influencing individuals’ public acceptance in China's Greater Bay Area (GBA) context. Given the limited research, a qualitative methodology grounded in the Theory of Planned Behaviour (TPB) examines the underlying factors influencing behavioural intentions (attitudes, subjective norms, perceived behavioural control, and perceived risks). The findings indicate that participants recognise the technology's environmental benefits and potential to enhance regional connectivity; however, they still have concerns about safety, infrastructure, and operations. The respondents’ perceived ease of access, information available, and endorsements from reputable sources also have essential roles in influencing broader acceptance. Addressing these factors with appropriate communication efforts is vital for promoting trust and accelerating technology acceptance and use. Although exploratory, this study offers insights to develop strategies for infrastructure readiness, build public confidence, and endorse sustainable aviation. The research is conducted within the GBA context. Still, the findings also apply to regions with fragmented geographies or developing transportation networks, thus contributing to global environmental sustainability and advancing regional integration goals.

Publisher: INTI International University