Sustainable Aviation and Airline Marketing

Dear Colleagues: 

With ongoing reporting in the popular press on airline operations and the global impact of aviation activities across industry segments such as cargo and logistics, passenger, corporate and personal flight activities, one may wonder if the topic of this Special Edition is, in fact, not just another tactic engaged in by aviation organizations and firms in an attempt to provide the industry with an appearance of social consciousness.  Airlines, suppliers of aviation services, and significant aviation trade associations across the globe have implemented and invested in programs to reach goals such as ‘Fly Net Zero’ by 2050 as presented by IATA and ICAO or the ‘Sustainable Flight Department Accreditation Program’ by the National Business Aviation Association.  Continuous airline news releases and social media campaigns have highlighted the actions and investments that parties in the aviation and airline service scope are engaging in to reach these stated goals and address climate impacts and global warming concerns. However, many of these items and campaigns bring forth claims of greenwashing and relate a degree of skepticism and cynicism to the ability of airlines and suppliers to reach the stated goals. Whether these barriers may be financial or technological and whether consumers will be willing to pay the price of change by changing their behaviors or paying the economic costs to meet these goals has been doubted, even if the promoted goals are reachable.  However, with the demands placed upon firms in the aviation service scope by interest groups in society and regulators, programs and actions that can be taken now and into the future to reach the stated goals must be communicated to the marketplace.  This Special Issue welcomes submissions across the spectrum of sustainable or green marketing programs, actions and issues within the aviation and airline marketplace and societal acceptance and reactions.      

We look forward to receiving your contributions.

Dr. Blaise Waguespack
Dr. Tamilla Curtis
Guest Editors

Manuscript Submission Information

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• sustainability
• CO₂
• NOx
• ECO taxes
• ECO labeling
• contrails
• green marketing
• environmental impact
• offsets
• carbon capture
• CORSIA
• SAF—sustainable aviation fuel
• E fuels
• biodiversity
• hydrogen propulsion
• single use plastics
• reverse marketing
• greenwashing
• consumer behavior
• intentional flying
• train/airline cooperation
• net zero