Reducing emissions from flying – How consumer awareness and perceptions shape behaviour

Abstract

Objectives 1. To determine whether consumers are influenced by the possibility to compensate for their carbon footprint, and to what extent they are likely to participate in these schemes. 2. What issues are likely to prevent consumers from actively reducing their own emissions. 3. How do different areas of business and industry view the necessity of travel? 4. How can companies seek to reduce their business travel related footprint? Summary The main objectives of this study were to investigate how consumers attitudes and perceptions about carbon emissions and possible mitigation strategies are changing in the aviation sector. This was done in an effort to gain insight into what companies, both airlines and ones which frequently send employees on assignments abroad, should consider in order to achieve concrete reductions in emissions. The research involved interviews and an analysis of media articles on the topic.

Conclusions The main findings of the research were that a large portion of consumers are willing to mitigate for their emissions but are unaware of the best method of achieving this. Thus, many do not actively participate in schemes offered by airlines. Companies should also consider implementing methods of identifying the necessity of their business trips and where possible, seek to find alternative methods of organizing them.