Understanding The Role of Environmental Awareness, Innovation and Government Incentives in Promoting Green Aviation Entrepreneurship

In this research, the authors explore the determinants of green aviation entrepreneurship adoption considering the contribution of environmental awareness (EA), green innovative behaviour (GIB), and government incentives (GI). The study is based on the behavioural innovation model and the Theory of Planned Behavior, and it examines the role of individual-level cognition and innovation that are supported by the institution in the adoption of sustainable practices related to the aviation industry. Quantitative method was used and the survey data were obtained among the aviation professionals. The results indicate that the green innovative behaviour is highly and positively influenced by environmental awareness and leads to the green aviation entrepreneurship adoption. There is also a direct relationship between environmental awareness and adoption with green innovative behaviour partly mediating this relationship. Further, all the government incentives moderate the relationship between innovative behaviour and adoption to a great extent, which reflects that institutional support enhances the effect of individual-level innovation on sustainable entrepreneurship results. The findings support the model of behavioural innovation which shows that the combination of cognitive, behavioural and policy-related variables in encouraging green aviation entrepreneurship is effective. The paper gives practical implications to managers, policymakers, and sustainability champions which include relevance of awareness campaigns, organizational culture that supports innovation, and favorable government policies to create environmentally sustainable entrepreneurial activities.