The Environmental Impacts of Tourism
Eco-friendly Flights?
A Consumer´s Perspective
Bachelor’s thesis within Business Administration Author: Corina Budianschi 890805 2726 Farrah Ekeroth 881213 4743 Marija Milanova 900808 6127 MaxMikael Wilde Björling May 2012
Tutor: Jönköping
Acknowledgments
We would like to thank all those who have helped us in the writing process and have provided us with guidance. For this reason we would like to thank:
All the participants who took part in the survey MaxMikael Wilde Björling for his valuable advice and support Dr. Stefan Gössling for the interview and for sharing his expertise
Corina Budianschi
Farrah Blair Ekeroth
Marija Milanova
i
Bachelor’s Thesis in Business Administration
Title: Authors: Tutor: Date: Keywords: Eco-friendly Flights? A Consumer’s Perspective Corina Budianschi, Farrah Ekeroth & Marija Milanova MaxMikael Wilde Björling May 2012 Eco-tourism, consumer behaviour, climate change, airline industry, environmental responsibility
Abstract
Background: The environmental impacts of tourism have recently become a high-profile topic due to the increasing amount of attention devoted to issues such as climate change. The harmful effects of aviation, in particular, have led airline companies to adopt proactive sustainability agendas. In light of this, this study seeks to explore the extent of environmental awareness amongst consumers as well as the effects that corporate sustainability measures have on the decision-making process of air travelers. The purpose of this thesis is to determine whether or not consumers value environmental responsibility within the airline industry and to determine the factors that influence the consumer decision-making process. This thesis utilizes a mixed-method approach, with both quantitative and qualitative methods employed. Quantitative data was collected through a survey distributed online and to travelers at Göteborg Landvetter airport, with a total of 95 respondents. Additionally,
A Consumer´s Perspective
Bachelor’s thesis within Business Administration Author: Corina Budianschi 890805 2726 Farrah Ekeroth 881213 4743 Marija Milanova 900808 6127 MaxMikael Wilde Björling May 2012
Tutor: Jönköping
Acknowledgments
We would like to thank all those who have helped us in the writing process and have provided us with guidance. For this reason we would like to thank:
All the participants who took part in the survey MaxMikael Wilde Björling for his valuable advice and support Dr. Stefan Gössling for the interview and for sharing his expertise
Corina Budianschi
Farrah Blair Ekeroth
Marija Milanova
i
Bachelor’s Thesis in Business Administration
Title: Authors: Tutor: Date: Keywords: Eco-friendly Flights? A Consumer’s Perspective Corina Budianschi, Farrah Ekeroth & Marija Milanova MaxMikael Wilde Björling May 2012 Eco-tourism, consumer behaviour, climate change, airline industry, environmental responsibility
Abstract
Background: The environmental impacts of tourism have recently become a high-profile topic due to the increasing amount of attention devoted to issues such as climate change. The harmful effects of aviation, in particular, have led airline companies to adopt proactive sustainability agendas. In light of this, this study seeks to explore the extent of environmental awareness amongst consumers as well as the effects that corporate sustainability measures have on the decision-making process of air travelers. The purpose of this thesis is to determine whether or not consumers value environmental responsibility within the airline industry and to determine the factors that influence the consumer decision-making process. This thesis utilizes a mixed-method approach, with both quantitative and qualitative methods employed. Quantitative data was collected through a survey distributed online and to travelers at Göteborg Landvetter airport, with a total of 95 respondents. Additionally,