Catalyzing Sustainable Air Travel: Unveiling Consumer Willingness to Pay for Sustainable Aviation Fuel through Information Treatment in Choice Experiment and Cross-Country Analysis

• Project/Area Number: 24K16365
• Research Category: Grant-in-Aid for Early-Career Scientists
• Allocation Type: Multi-year Fund
• Review Section: Basic Section 07040:Economic policy-related
• Research Institution: Hiroshima University
• Principal Investigator: LEE CHUIYING 広島大学, Town & Gown未来イノベーション研究所, 特任講師 (60911021)
• Project Period (FY): 2024-04-01 – 2026-03-31
• Project Status: Granted (Fiscal Year 2024)
• Budget Amount: ¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000); Fiscal Year 2025: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000); Fiscal Year 2024: ¥2,600,000 (Direct Cost: ¥2,000,000、Indirect Cost: ¥600,000)
• Keywords: SAF / behavioral economic / decision-making / willingness to pay / traveler

Outline of Research at the Start

This project investigates travelers' WTP for SAF and other decarbonization tools in post-pandemic business and leisure travel occassions. It aims to provide airlines and policymakers with insights on effective pricing strategies, incentives, and disincentives for decarbonization in transportation.