Green Marketing Strategies and Climate Change Awareness in Sustainable Transportation: The Case of Airline Companies

Abstract

The aviation industry contributes significantly to global greenhouse gas emissions, thereby contributing to the phenomenon of climate change. Green marketing strategies, which integrate environmental considerations into marketing practices, have emerged as a potential solution for reducing the environmental impact of airlines. This study’s primary objective is to examine how airline companies address the challenges of climate change, sustainability, and green marketing in the transportation sector. The investigation utilized qualitative analysis, employing the MAXQDA-20 program to meticulously examine a variety of corporate documents, including sustainability reports, business reports, and investor presentations, to gain insight into how these companies address critical sustainability challenges and promote environmentally responsible practices. The findings emphasize the substantial overlap between climate change and sustainability-related topics, emphasizing their interdependence in academic discourse and business practices. The study illuminates the crucial role of green marketing in promoting eco-friendly travel options to consumers, suggesting that it can boost a company’s reputation, appeal to environmentally conscious consumers, and contribute to a more sustainable future. This study offers valuable insights into the transportation sector’s efforts to comply with sustainability-related regulations, particularly the carbon tax, while also offering insights into future strategies.