Abstract—In severe air pollution areas like Chiang Mai, consumer demand for ecologically friendly choices is increasing significantly. This study examined how passengers’ environmental awareness influences their intention to choose eco-friendly flights at Chiang Mai International Airport, offering a foundation for developing sustainable airline operations. This quantitative research used questionnaires with 420 passengers at the airport, employing quota sampling with 70 respondents from each of six Thai airlines: Thai Airways, Bangkok Airways, Nok Air, Thai AirAsia, Thai VietJet, and Thai Lion Air. Descriptive statistics and regression analysis were used to analyze the data. Results showed that most respondents were female, aged 31–40, held a bachelor’s degree, and had a monthly income of 40,001–60,000 THB. The findings indicated that passengers’ environmental awareness influenced their intention to choose eco-friendly flights. The cognitive (knowledge) and behavioral (action) components were key factors in decisions, while the affective (feeling) component had no significant effect. To promote eco-friendly services, airlines should emphasize clear information, such as the benefits of eco-friendly flight, and offer easy options to choosing eco-friendly flights. Additionally, collaboration among airlines, airports, and government agencies is crucial to supporting sustainable aviation and enhancing Chiang Mai’s image as a sustainable destination.

 

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