Consumer perception towards airline sustainability

Daniel Wandel-Petersen, Martina Pia Giuliani, Alberto Isla Jorquera, Giada Natale & Gonzalo Jose Sanchez Argenta

Studenteropgave: Fagmodulprojekt

Abstrakt

This project is dealing with the topic of sustainability in the airline industry. We focus on the “Fly responsibly” marketing campaign of the Dutch airline company KLM, using the marketing tool of consumer behaviour, as well as the theory of Sustainability marketing and Green marketing. We also conducted structured interviews (surveys) with a range of different survey participants, which helped us gain an idea of the general attributed that were laid most importance on when choosing an airline. We also included a probed survey question, to try and gain some qualitative data, regarding how some people felt towards sustainability in the airline industry, as well as their reasoning behind these feelings.
This lead us to the conclusion that sustainability wasn’t the more important attribute of the consumers and that there were quite differing views of sustainability. A clear split was also seen between those who trusted and those who did not trust sustainability in the airline industry.

UddannelserBasis - International Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
SprogEngelsk
Udgivelsesdato16 dec. 2019
Antal sider97
VejledereMatias Thuen Jørgensen