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The role of sustainability as a product feature in the airline industry
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Resumo(s)
Some airlines have started to market ‘green’ or environmentally progressive products. Besides
voluntary carbon offsets, little is known about consumer preferences regarding sustainability,
especially in the fare selection during the booking process. Therefore, this study examines
passengers’ general evaluation towards ancillary products, including environmental options
and their respective willingness to pay, using a choice-based conjoint analysis. Findings show
that sustainability is not an explicit priority for consumers yet plays a pivotal role in consum ers’ choice selection. This is especially true for eco-conscious consumers who are more prone
to choose environmental options and indicate a higher willingness to pay.
Descrição
Palavras-chave
Sustainability Airline industry Choice-based conjoint analysis Consumer preferences CEMS MIM