The Role of Green Marketing: Insights from Three Airline Case Studies

Abstract

the portraying of the airlines (both in the media as well as corporate communications by the airlines). The data was collected by a review of publications about the environmental initiatives of the three airlines from 2006 to 2013.

The Effect of Airlines’ Green Image on the Egyptian Air Travelers’ Behavioural Intentions to Adopt Green Practices

“…Hence, green marketing mix is essential in building the airline"s green image through creating a link between developing airlines" green products, their price, their green distribution channels, along with communicating their green initiatives (Mayer et al, 2014;Alghanmi, 2019;Mayer et al, 2019).…”

“…Regarding green products and services, airlines can improve their environmental performance and educate customers to be environmentally-friendly. Airlines can offer green products through introducing newer fuel-efficient aircraft with lower noise and carbon emissions, serving green in-flight products, such as, recycled organic products and eliminating free meals to reduce food waste, along with offering online check-in and electronic boarding pass (Sarkar, 2012;Mayer et al, 2014;Aidah, 2016; Chew https://jaauth.journals.ekb. eg / et al, 2016;Mayer et al, 2019;Air Transport Action Group, 2020;Wong et al, 2020;Thummala & Hiremath, 2022) Nevertheless, green products have a higher price due to the higher production costs (Sarkar, 2012;Mayer et al, 2014;Air Transport Action Group, 2020).…”

“…Airlines can offer green products through introducing newer fuel-efficient aircraft with lower noise and carbon emissions, serving green in-flight products, such as, recycled organic products and eliminating free meals to reduce food waste, along with offering online check-in and electronic boarding pass (Sarkar, 2012;Mayer et al, 2014;Aidah, 2016; Chew https://jaauth.journals.ekb. eg / et al, 2016;Mayer et al, 2019;Air Transport Action Group, 2020;Wong et al, 2020;Thummala & Hiremath, 2022) Nevertheless, green products have a higher price due to the higher production costs (Sarkar, 2012;Mayer et al, 2014;Air Transport Action Group, 2020). Generally, green airline pricing practices can be in the form of offering carbon off-setting programs, in which passengers offset their flights" carbon emissions by paying higher prices which are distributed for environmental issues through environmental organizations (Mayer et al, 2019;Szuster, 2019;Hinkel, 2022;Thummala & Hiremath, 2022).…”

“…On the other hand, stating airlines" environmental efforts and communicating the environmental benefits enhance airline"s green image, credibility and trustworthiness (Mayer et al, 2014;Mayer et al, 2019;Hinkel, 2022). For instance, using various communication channels such as onboard magazines and media advertising to announce to the environmental benefits of each green practice to the public (Wong et al, 2020).…”

“…Airlines should focus on avoiding greenwashing and overstating environmental claims as it destroys the airlines" value and brand image. Furthermore, the perceived greenwashing can cause flight shame in which the passengers" negative feelings towards flying due to its carbon footprints Mayer et al, 2014;Moussaoui, 2021;Neureiter & Matthes, 2022).…”