Memory and Sustainability

We have a 2 by 2 treatment design. For one dimension, half the subjects will see a video about a sustainable aviation fuel (SAF) project, half the subjects will see a placebo video about airport changes. For the second dimension, half the subjects will see a online information prior to the survey (a ``virtual multipage flier’’) on SAF and half will not. Each of the four treatments receive one fourth of the sample.
Independently of treatment assignment we will randomize the assignment of surveys. There are 6 survey forms in a three by two design. The first dimension (with 2 variations) is whether several questions probe for memory via recognition, while the other probes via recall. In the second dimension there are three variations that vary with respect to what subjects see at the end of the survey. One variation is where there is no text about future surveys. The second provides a reminder that there will be a second survey, while the third provides the reminder plus a fact about SAF. Each of the six different versions has an equal chance.
We want to emphasize that although the virtual multipage flier is shown online just prior to taking the survey, although after providing consent, (when it is shown) we consider the randomization regarding the flier as part of treatment randomization, distinct from the survey form randomization.
Surveys will be conducted on two distinct air routes with two partner airlines.

2025-06-15

2025-09-30

Answers to the following questions
A. How much are Sustainable Aviation Fuels (SAF) used on aircraft today?

B. (Version 1) How many airports are frontrunners in the transition to new fuel types?/ (Version 2) How many airports are frontrunners in the transition to new fuel types?


C. (Version 1) Please list as many partners/sponsors of the project ALIGHT on Sustainable Aviation Fuels as you can/(Version 2) Please select which of the following organizations are partners/sponsors of the project ALIGHT on Sustainable Aviation Fuels:


D. What is the maximum amount you would be willing to pay in addition to your airplane ticket price to support using only Sustainable Aviation Fuel instead of conventional aviation fuel on this flight?

E. Please list three differences between Sustainable Aviation Fuel and Conventional Aviation Fuel:

F. By completing the entire survey, you are automatically entered into a lottery to win 4,000 DKK (about 500 Euros). If you are selected in the lottery, how much of your winnings are you willing to donate to the Fly Green Fund, which is a non-profit organisation offering individuals, businesses, and public organizations a more sustainable way of flying using Sustainable Aviation Fuel?

We will combine B/C to form a single memory index, we will aggregate D and F to form a single WTP index.

See intervention details

We randomize using a computer

Day-Route (all flights on single day on a route receive same treatments); recall there are two routes

Yes

Will depend on flight schedule. See observations question for more detail

Will depend on number of individuals who purchase tickets Here are estimates: Partner 1 has 95 flights, 250 potential subjects per flight and assume a 25% response rate = 5937 observations (95 clusters), note that this is assuming around 80% capacity of flights Partner 2 has 256 flights and 40 subjects per flight with 25% estimated response rate = 2560 observations (256 clusters), again this assuming around 80% of capacity

The 4 treatments in terms of materials presented each will have about one fourth of the day-routes assigned to each them, while the six different survey forms will each have about one-sixth of the passengers in each flight assigned to each of them.