In an era when the transport sector is increasingly contributing to environmental damage there is a need to better understand the behavioural response of consumers. Theories such as the Theory of Planned Behaviour and the Norm-Activation Model have had some success in explaining pro-environmental behaviours; this paper examines the application of these to air travel. It utilises insights from previous attitude behaviour research to develop a more detailed understanding of how normative influences, individual values and other psychological factors are affected by individual attitudes to air travel attitudes and how these influence behaviour. This informs recommendations for a policy response, which emphasises the need to bring air travel behaviour in line with other energy saving household behaviours.