The significance of environmental responsibility on airline customers' intention to purchase

2015

Operating in an energy intensive industry, airlines’ environmental performance is under constant scrutiny of the regulators and authorities. By contrast, it seems that not many airlines have considered gaining competitive advantage in by differentiating as an environmentally responsible carrier. The commissioning company for this Master’s Thesis was Finnair, and the intention of this study was to find out whether factors related to environmental responsibility affect Swedish airline passengers’ intentions to purchase from an airline. In addition, the study intended to offer Finnair suggestions for a suitable sustainability marketing-mix that could be used to target the intended consumer seg…