Environmental Responsibility as a Factor in Gaining Competitive Advantage in the Aviation Industry

Publish Year: 1394
نوع سند: مقاله ژورنالی
زبان: English
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JR_JGTTE-1-2_005

تاریخ نمایه سازی: 8 خرداد 1396

Abstract:

In recent years there has been increasing interest in theenvironmental impacts of aviation, and some airlines have begunto address this issue more seriously. At the same time, competitionin the aviation industry has become much tougher. This studyfocuses on the question of whether showing proactiveenvironmental behavior could work as a differentiation strategyfor airlines that are acting more responsibly, and thus help them toimprove their competitiveness. This paper presents the results of aquestionnaire conducted among 148 air travelers on their opinionsand attitudes towards environmental aspects of flying, such as amodern and fuel-efficient fleet, direct flights, and carbon offset.The results showed that indeed there are air passengers whoconsider the environment when booking a flight, although theywere not in the majority. The study also found that the participantssaw additional value in a modern fleet, direct flights, and carbonoffset, however, not all of them showed a willingness to pay apremium for those aspects.

Authors

Stefan Baumeister

University of Jyväskylä/School of Business and Economics, Jyväskylä, FinlandUniversity of California, Los Angeles/Institute of the Environment and Sustainability, Los Angeles, USA