Perceived digital innovation and airline preference: The role of perceived value and green values

PHUNG TUAN THANH

Air Transport Economics Faculty, Vietnam Aviation Academy, Viet Nam

Email: [email protected]

Abstract

This study investigates the impact of perceived digital innovation (PDI) on airline preference (AP) among Vietnamese passengers, examining the mediating role of perceived value (PV) and the moderating role of green values (GV). PLS-SEM results show that PDI increases AP indirectly through PV, while GV strengthens the PDI-PV relationship. The findings demonstrate that digital innovation and sustainability jointly enhance passenger preference, offering theoretical and managerial implications for technology driven airline competitiveness.

Keywords: Perceived digital innovation, perceived value, airline preference, green values, airline industry, Viet Nam

(The article was published in the Vietnam Economic & Financial Review, Vol. 2, Issue 4, August 2026).

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