The role of green marketing: insights from three airline case studies

Show simple item record Mayer, Robert Ryley, Tim Gillingwater, David 2020-01-16T10:24:36Z 2020-01-16T10:24:36Z 2014-11-01
dc.identifier.citation Mayer R, Ryley T, Gillingwater D. (2014) The role of green marketing: insights from three airline case studies. Journal of Sustainable Mobility, Volume 1, Issue 2, 2014 pp. 46-72 en_UK
dc.identifier.issn 2053-2350
dc.description.abstract The purpose of this paper is to show how airlines incorporate green elements in their marketing mix and how these changes are communicated to the public. Based on an examination of airlines' websites and publications as well as a review of academic and industry literature, three airline case studies on Virgin Atlantic Airways, easyJet and Flybe are developed. A multiple case design is applied that provides an in-depth review of the airlines' environmental activities and enables differences between their green marketing activities to be identified. All three airlines have adapted their marketing mix to address the environmental impacts of air transport. While there are some commonalities between the airlines (e.g. market communications addressing green credentials), there are also some differences in how the airlines approach the issue. Services are often seen as low-impact industries when it comes to environmental impacts, yet there are certain service sectors that have recognisable environmental impacts. The airline sector has received considerable attention regarding their emissions and they have responded to negative coverage of their environmental impacts. The paper presents an original multiple case study of the green marketing of three airlines. It provides a comparison between three airlines and highlights commonalities as well as differences in green marketing of the three airlines. en_UK
dc.language.iso en en_UK
dc.publisher Greenleaf en_UK
dc.rights Attribution-NonCommercial 4.0 International *
dc.rights.uri *
dc.title The role of green marketing: insights from three airline case studies en_UK
dc.type Article en_UK

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