Exploring the green image of airlines: passenger perceptions and airline choice

C. Hagmann, J. Semeijn, D.B. Vellenga

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

During the last few years there has been an increasing trend for companies to market their products or services as green or environmentally friendly as part of their corporate social responsibility. Few studies have analyzed the effects of this recent focus on the environment and its impact on airline passengers. Therefore, we examine passengers' general attitudes towards the green image of different airlines, perceived differences in eco-friendliness among these airlines, and effects on airline choice during booking. We also investigate how passengers' recent experiences with an airline affect perceived eco-friendliness of that airline. In addition we compare passenger ratings of airline eco-friendliness to those published by independent 3rd parties. Our findings show that the green image of airlines does influence airline choice during booking. We observed a passenger willingness to pay extra for a green image, however, not as much as their willingness to pay extra for amenities, such as additional legroom.

Data source: survey
Original languageEnglish
Pages (from-to)37-45
Number of pages9
JournalJournal of Air Transport Management
Volume43
DOIs
Publication statusPublished - Mar 2015

Keywords

  • Green image
  • Airline choice
  • Passenger perceptions: sustainability
  • Booking flights
  • Carbon offsetting
  • SWITCHING COSTS
  • BRAND EQUITY
  • BEHAVIOR
  • DEMAND
  • MARKET
  • PREFERENCES
  • INTENTIONS
  • CONSUMERS
  • TOURISM
  • AIRPORT

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