In light of the future of our planet, all stakeholders today recognise that sustainability must be regarded as the paramount concern. Civil aviation has a significant contribution to air pollution and local noise pollution. The rapid growth of Turkish civil aviation necessitates an in-depth assessment of sustainability, together with the development of requisite tools and policies. This study aims to assess the significance of airlines’ environmental activities from the viewpoint of passengers and to examine their perceptions and awareness of sustainability programs by airlines. The study also seeks to uncover the potential moderating effect of business model preferences on passengers’ views and awareness of airlines’ sustainability efforts. The investigation reveals that passengers’ perceptions of airlines’ sustainability operations significantly positively influence their willingness to pay to support these programs. It has been disclosed that there is no substantial variation in the passenger profile, specifically with the airline business model preferences, between passengers’ impressions of sustainable practices and their readiness to pay for such services.