Tavares, RodrigoPairoux, Juliette2026-03-092026-03-092025-01-162024-12-15http://hdl.handle.net/10362/201139As sustainability goals reshape industries, the quantification of ESG factors in valuation is becoming essential. This research examines Qantas Airways to demonstrate how ESG considerations impact valuation, utilizing a modified Discounted Cash Flow model to quantify the benefits of Sustainable Aviation Fuel adoption. Interviews with professionals highlight barriers such as reporting, unclear incentives, reliance on traditional models, and limited practical tools. Despite these, the study reveals that quantifying ESG factors can increase enterprise value by increasing the WACC by up to 3%. These findings emphasize the need to align ESG recognition with practical implementation, ultimately transforming how value is assessed.engESGDiscounted cash flowAlternative valuationMSCI standardsSASBmaster thesis204131510