本文基於學術理論提出了一個三層框架來探討利他主義認知對消費者在突發事件下自願繳納航空運輸碳稅的影響。採用配額抽樣的方法在台灣收集了404份問卷。結果顯示，航空公司的利他主義動機（公司層面）、個人利他主義期望和社會利他主義共識（均為消費層面）通過對航空公司的信任的干預作用影響消費者的碳抵消支付傾向。消費者對環境問題的自我效能感增強了三種利他主義認知對航空公司信任的影響。這項研究為航空業的可持續發展營銷文獻做出了新的貢獻。我們開發了一個全新的、有理論基礎的概念框架，它整合了兩個不同層次的三個利他主義概念，最終促進了生態消費，支持航空運輸中的碳中和項目。;This dissertation offers a three-layered conceptual framework, based on academic theories, to investigate the effects of altruism perceptions on propensity of consumer to pay a voluntary carbon tax in air transportation in the event of an emergency. The quota sampling method is used in Taiwan to gather a sample of 404 replies. The findings show that consumers′ propensity to pay for carbon emission offsets is influenced by airlines′ altruistic motives (firm level), personal altruistic expectations, and social altruistic consensus (both consumption level), through the intermediary role of trust in the airlines that promote the program. The three altruistic perceptions′ impact on airline trust is enhanced by consumers′ self-efficacy in addressing environmental challenges. The literature on sustainability marketing in the aviation industry is significantly expanded by this study. This dissertation creates a novel, theoretically grounded conceptual framework that combines these three ideas with two different levels of compassion in order to promote ecological consumption in favor of carbon neutralization efforts in the aviation industry.
