Green skies ahead? Consumer attitudes towards green marketing communication and its influence on air travel attitudes and behaviour

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Volume Title

School of Business | Master's thesis

Authors

Date

2025

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Marketing

Language

en

Pages

73 + 4

Series

Abstract

This thesis aims to gain deep understanding of what kinds of attitudes are associated with airlines’ green marketing communication (GMC) among green consumers in Finland, as well as what role airlines’ green marketing communication plays in influencing consumer attitudes and behaviours towards air travel. To address these research questions, this thesis builds on empirical data collected from semi-structured, in-depth qualitative interviews with 7 Gen Z consumers who identify as varying shades of green. The findings indicate that consumer attitudes towards airline GMC strongly reflect their previous attitudes, environmental knowledge, as well as knowledge of the air travel industry. Most overarching attitudes consisted of perceived greenwashing, scepticism and distrust, and curiosity to know more of airlines’ green practices and initiatives. This thesis provides novel insights into green marketing communication literature in high-impact industries, such as air travel. The importance of true and justifiable green claims is highlighted to avoid perceptions of greenwashing. In addition, airlines’ green marketing communication holds potential, if executed well, to shape positive attitudes towards the future of air travel. On the other hand, the influence of GMC on air travel behaviour remains small, highlighting the attitude-behaviour gap in green consumers. Other criteria, such as schedule and price are seen as more important. In addition, the lack of greener options within air travel is as an obstacle to make greener air travel decisions among green consumers. As key practical implications, consumers are expecting truthful, concrete, and possibly third-party verified green marketing communication from airlines. To meet the consumer expectations, airline marketers should focus on highlighting ambitious, long-term goals for greenness as well as concrete steps and actions to achieve them. Finally, consumers are expressing concern over current possibilities of choosing greener in air travel. Airline managers should focus on incentivising green options and taking more responsibility over the environmental cost of air travel, instead of providing it as an additional cost service to consumers.

Description

Thesis advisor

Frösén, Johanna

Keywords

green marketing communication, green consumers, air travel, green marketing

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202502182462

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[gradu] Kauppakorkeakoulu / BIZ