Sustainability in the airline industry: the role of

green marketing and its perception by millennials

ABSTRACT

ACKNOWLEDGEMENT

Chapter one
1. INTRODUCTION

1.1. Background of the study

Before the coronavirus pandemic, air transport has been one of the few industries which demonstrated a
steady growth rate. It has been stated that the number of people who travel by airplanes will reach 7.2
billion globally in 2035. However, the industry fast growth brings a variety of challenges and the most
significant one is to maintain environment-friendly practices (Çabuk, S., Güreş, N., İnan, H., Arslan, 2019).
Even though air transport is a crucial industry for globalization and modern world development, it causes
significant environmental degradation as for example fuel consumption, noise, air pollution, and waste
(Çabuk, S., Güreş, N., İnan, H., Arslan, 2019). To take responsibility for the negative impact on an
environment, both airports and airlines are focusing on efficient communication strategy which is
demonstrated by expanded usage of corporate reporting for communicating achievements and goals
related to sustainable responsibility (Upham et al., 2012).

Air traveling has been part of many discussions for its high margin of CO2 and emissions which in many
countries exceeds the global average Çabuk et al. (2019), even though a lot of airlines are implementing a
variety of policies to reduce the negative impact of air transport on the environment. However, there is still
some scepticism about their sustainable practices which might affect traveller’s choice of transportation
(Mayer, Ryley and Gillingwater, 2012). Lately, many demonstrations and other disruptive events, which
received a lot of attention by media worldwide, have been a trigger of significant awareness rise about
climate changes and sustainable practices among the public and particularly among millennials (Dichter,
Henderson, Riedel and Riefer, 2020). For example, events like Fridays for Future and Extinction Rebellion
were organized to point out at an immediate need for greenhouse gas emission reduction and also to
underline personal responsibility for this issue (Gössling, Humpe and Bausch, 2020). The same
environmental issue was emphasized by Swedish environmental activist Greta Thunberg in the context of air
traveling: “The bigger your carbon footprint, the bigger your moral duty” (The Guardian, 2019). She has also
participated in the new movement called ‘flight shame’ (originally “Flygskam”) which suggests that air travel
should be a source of embarrassment and reason for public judgment. It has been developed to discourage
people from air traveling and appeal to their responsibility in climate change by rethinking their flying habits
(Gössling, Humpe and Bausch, 2020). In consequence of the ‘flight shame’ movement, some travellers even
made a promise to abjure flying completely and use just buses, boats and trains when travelling
(Starcount.com, 2019).
Over the last 10 years, consumers changed their buying behaviour according to environmental friendliness
of particular product or service and their buying behaviour is influenced by environmental concerns
(Hagmann, Semeijn and Vellenga, 2015). Previous studies showed that some people are willing to pay more
for environmentally friendly products or services in the tourism industry (McBoyle, 1996). The findings of
the study conducted by Hagmann et al. (2015) revealed that customers are willing to pay extra while making
a reservation for reducing the negative impact on environment, however the results also showed that this
intention is lower than the willingness to pay extra for an option to pick a seat according their preferences.
However, there is still lack of studies with focus on how passenger’s behaviour is affected by environmental
initiatives for example changes in their booking behaviour, loyalty or airline preferences, consequently
studies from other industries support the hypothesis formulation (Hagmann, Semeijn and Vellenga, 2015).
According to Crooke et al. (2009) and Chen and Tseng (2010) study on how customer behaviour and
willingness to pay is influenced by green product and green brand image, a company’s increased
environmental – friendly practices result in sales growth of sustainable products and customers are willing
to pay more for these products. Customers are usually willing to pay in average 10 % more for sustainable
product or services because they perceive environmentally – friendly products as a higher quality
product/service (Kang et al., 2012). There are three main factors which encourage customers to pay extra
for a sustainable product – if the product or service will save money, if it is beneficial for their health or if
the brand is perceive as genuinely sustainable by them (Ottman, 2011).

Even though, some researchers studying millennials as a group of consumers claim that they are more
attitudinally green than behaviourally green Diamantopoulos et al. (2003); Grønhøj and Thøgersen (2009);
Johnson et al. (2004); and Uyeki and Holland (2000), other studies consider millennials as the most
environmentally responsible demographic Butler (2018), and argue that millennials generally seek brands
which operates environmentally friendly and have positive impact on environment (Naderi and Van
Steenburg, 2018). In 2020, millennials are coming into their prime spending years reaching 1.4 trillion USD
collective spending power Kiersz (2014), therefore, it is beneficial to know how to advertise green products
and services to this very demanding target group (Benckendorff et al., 2010). According the survey called
‘Expanding Horizonts: How Millennials see the Future of Business Aviation’, almost 40% of the respondents
stated that climate change will significantly influence the development of sustainable air transport
(Tirumalaraju, 2018). Millennials have been the research subject in various contexts of consumption related
to marketing field in the resent years due to their marketing attractiveness (e.g.: Valentine and Powers,
2013; Pomarici and Vecchio, 2014; Luna-Cortes et al., 2019).

Over the past few years, there have been conducted many studies with a focus on sustainability and
environmental issues in aviation industry (Song, Lee, Kang and Boo, 2012), but there is a lack of research
which would focus on specific cohort or millennials in particular and how green marketing and sustainability
initiatives influence their perception of an airline and purchasing behaviour.

1.2. Problem Statement

The research problem was identified as follows:

The significance of green marketing is increasing in many industries and brands accommodate their
marketing strategy to that. Also, there is a growth in knowledge about negative effect of air travelling on the
environment and low coverage of research studying the relation between Millennials’ pro – environmental
attitude and airlines’ green marketing strategy.
 1.3. Research Aim

The aim of the research is to evaluate the role of green marketing and sustainability promises in the airline
industry and its perception by millennials - how important is this perception in the decision-making process
when buying a plane ticket.

1.4. Research questions

 How does green marketing communications influence millennials’ willingness to pay extra for green
products/services in airline industry?

 Are millennials more attracted by airline with sustainability initiatives?

 Do Millennial’s trust environmental premises made by airlines?

 What influences Millennials’ perception of whether or not an airline is green?

1.5. Significance of the research

Environmental advocates, airlines and green marketers will benefit from findings of this research. In
particular, it would help green marketers to develop an effective marketing communication strategy
for millennials consumers. As consumers seek real benefits of green products or services, financial
rationality is still the major decision-making factor, especially for millennials, whose life is more or
less influenced by insecurities arisen from the worst global economic recessions in 2001, 2008 and
2020. The economic as well as environmental crisis has changed consumers criteria for green
products and services, in general.

1.6. Scope of the research

1.7. Definition of terms

1.7.1. Millennials
Millennials are defined as individuals who were born between 1981 and 1996 (Dimock, 2019).
This cohort is referred as an online generation influenced by conspicuous economic rises and
collapses followed by insecurity that came with them (Mangold and Smith, 2012).
Representatives of this generation are usually characterised by being opinionated with
tendency to reject social norms, distrustful towards institutions, savvy in technology, fast
learners and less loyal towards brands (Purani, Kumar and Sahadev, 2019). Their preceding
generation is Generation X and they following generation is Generation Z (Dimock, 2019).

1.7.2. Green marketing

In the literature, it could be found several definitions of green marketing and some of them
gives more narrow perspective of the term than others. In the research conducted by Prakash
(2002), we can find ‘green marketing’ term described as a strategy which helps to promote
products or services by highlighting their attributes, processes of manufacturing or selling,
company’s policies and etc. with environmental claims. However, this definition is not fully
suitable for this research since it does not take on consumer attitudes and behaviour into
 consideration. One of the most appropriate definitions of green marketing is stated by Peattie
(1995): “the holistic management process responsible for identifying, anticipating and satisfying
the requirements of customers and society, in a profitable and sustainable way”, which refers
that environmental (green) marketing practices have a same principals as general marketing
practices, to mainly focus on customers, but there is an additional focus on social impact and
sustainable development.

1.7.3. CSR initiatives

The specific CSR/sustainability initiatives of many airline companies are published in their annual
CSR/sustainability reports. The major CSR/sustainability dimensions include environmental, social and
economic dimensions. According to the CSR report published by KLM, the company established its CSR
criteria as “environment, customer experience, responsible human resources, and local development”
through materiality assessment and stakeholder engagement (KLM, 2015, p. 14). The company’s
environmental criteria show the issues relevant to energy and water, biodiversity, carbon footprint,
noise, waste and circular economy, research and innovation and climate change policy (KLM,
2015). These criteria are consistent with the industry’s general guidelines.

Chapter two

2. LITERATURE REVIEW

2.1. Sustainability initiatives and green marketing in aviation

In a last few years, more and more companies, initially those in food industry, started to market their
products (e.g. organic) and services as an environmentally friendly or green. Shortly, the rising trend of using
green marketing to point out at company’s concern about the environment, also penetrated into larger
companies in different markets (Hagmann, Semeijn and Vellenga, 2015).

Based on data collected by the Environmental Protection Agency in 2019, the airline industry is responsible
for production of 2–3% of global greenhouse emissions. The negative effect of air transportation is discussed
very frequently across all media, so customers are aware of all damage caused by air traveling more than
ever before (Davison et al., 2014). Therefore, many airlines have been already integrating corporate
sustainability initiatives as a part of their marketing activities and overall business goals in order to be more
attractive to nowadays consumers. However, when it comes to the customer’s actual choice, the concern
about environmental damage is not always mirrored in their final decision (Bonini and Oppenheim, 2018).
The study by Chen et al. (2011) conducted in the area of Taiwan, showed that even though Taiwanese
environmental knowledge is medium-high, and they are endowed with overall positive attitude towards
environment, it does not encourage them to give up air travelling. It might be argued that climate change
and environmental discussions are often subject to exaggeration, nevertheless it can be seen for example
from the ‘flight shaming’ movement, that more travellers are reconsidering their travel habits because of
the higher awareness about environmental issues and social desirability response (Mkono, 2020). According
to the survey conducted by Mayer et al. (2012), the travellers claimed that the most effective system of
reducing negative impact of air travelling is to use eco-friendly aircraft.
Green marketing mix development is highly affected by the overall environmental reputation of an industry
and it is known that air transport industry is often considered as very harmful in terms of environment,
therefore it is more challenging for airlines to develop effective green marketing mix (Leonidou et al., 2013).
The general brand image is created by consumer’s perception of a particular company and it is influenced by
multiple factors. Customer’s perception of green airline image is highly influenced by airline’s environmental
initiatives and commitments (Chen, 2010). Positive ‘green image’ can have significant influence on
passenger satisfaction, green needs fulfilment and purchasing decision, hence airlines actively address
environmental concerns to enhance overall perception of their image (Hartmann et al., 2005). What is more,
green brand image requires not just incorporation of environmental initiatives but also other underlying
components that influence the eco-positioning of an airline such as marketing communications (Mayers, et
al., 2014). Shaw (2011) argues that “Airlines are having to lobby over environmental questions of noise and
pollution in order to ensure that limitations on their freedom of action are kept to a minimum. Advertising
may be able to play a subtle but useful role in positioning an airline as a good corporate citizen.”. Shawn’s
(2011) statement is mainly related to political and policy making aspects, green communication mix in
airline industry usually covers many different areas such as green commitment statement on the website,
annual corporate responsibility reports, online videos and press releases.

In 2019, which was stated as the record-breaking year in air traveling with an average of more than 100,000
flights departing from airports daily, the chief executive of Airlines UK association Tim Alderslade said:
“Airlines believe we need a strategy that meets the government’s ambition of promoting sustainable growth
for our sector. Aviation has to earn the right to expand and that’s why we’re committed to halving our
emissions by 2050, and working with national governments to agree an ambitious plan that can deliver a
zero-carbon future.” (Kommenda, 2019). With that said, many airlines are prompted to put serious effort
into development of their environmental management and responsibility to become more environmentally
friendly.

In the attempt to raise customer awareness of airline’s sustainable development, majority of airlines are
implementing their sustainability initiatives covering different areas e.g. offering carbon offset programmes,
upgrading to more modern and environmentally friendly aircraft, elimination of inflight single-used plastic,
increase of the fleet capacity or usage of sustainable aviation fuel (biofuel) (Rice et. al., 2020). Airlines using
green marketing practices such as green commitment statement on their website (Flyby), producing annual
Sustainability Reports (SAS), creation of online videos (KLM) and PR (Lufthansa) to communicate their
sustainability initiatives and express positive attitude toward the environment to their customers.

However, environmental benefits, especially in the airline industry, might be intangible and insignificant to
the customers. For that reason, it is important to communicate the green message clearly and educate
consumers about the new strategy/technology and its environmental benefits (Ottman, 1998). What is
more, the amount of green marketing communications and the way of presenting sustainable initiatives to
the customers/public also influences airline’s green image and reputation Saha and Darnton (2005),
therefore if the airline want to keep positive green image, the green marketing message needs to go in line
with a real evidence of environmental benefits of the airline (e.g. newer aircraft) (Mayer, Ryley and
Gillingwater, 2012).

Airline Examples of green marketing messages and

initiatives
British Airways ‘’From January 2020 we committed to offset our
carbon emissions on all flights within the UK by
 investing in a range of global carbon reduction
projects – such as rainforest protection and
reforestation programmes.’’
KLM Fly Responsibly is KLM’s commitment to taking a
leading role in creating more sustainable future for
aviation.
Ryanair Europe’s no.1 airline for carbon efficiency. Europe’s
cleanest & greenest airline group.
Alaska Airlines Campaign #FillBeforeYouFly encourages travellers to
fill their own water bottles before boarding
United Airlines
Frontier Introduced new Green Class, which offers
environmental benefits for all customers. Including
a wifi-free flights, non-reclining, eco-friendly seats
and straw-free cabin. The airline claims that the
upgrade also comes with the “peace of mind that
you’ve made a thoughtful and responsible choice.”

Source: Airline websites (accessed September 2020)

Study conducted by Mayer et al. (2012) showed that there is no difference in passengers’ perception of
environmental image of full-service airlines compared to low-cost airlines. However, there is no evidence of
a survey which would focus on Millennials, who tend to be more cost-efficient when it comes to travelling
therefore a hypothesis has been developed as follows:

H1: An airline's perceived environmental friendliness does not influence millennial’s choice of airline.

H2: Millennial’s awareness about air travelling damage on environment has positive impact on their
attitudes towards green marketing

2.2. Millennials and air traveling

In the current hyper-mobile era, air travel is considered as a social norm Shaw and Thomas (2006) and data
from previous studies showed that the greenest consumers still consider flying as a more ‘normal’ than
using other more environmentally friendly alternatives for their journey (McDonald et al., 2015). Millennials
are currently considered as the largest and fastest growing air traveling group (more that 1 billion travelling
each year globally) with the highest spending power, but also with high level of awareness of environmental
damage caused by air traveling (Gelfeld, 2019). Since this cohort represents a substantial economic
contribution to tourism, their buying behaviour and preferences should be taken into consideration.

Millennials prioritise work-life balance and even though they consider travelling as a daily part of their lives,
they still think socially responsible. They are very advanced in using variety of digital technologies, which is
projected into their travel patterns and desire for customised experience. Millennials are generation, who
has been significantly affected by the major economic recessions, which made them price sensitive
consumers and they to get more for (Starcevic and Konjikusic, 2018). Before booking a trip, 85% visit
multiple websites to find the best possible deal. They are the most active users of travel apps and 46% book
their trip (accommodation, flights etc.) through smartphone or tablet. 60% of millennials purchase some
kind of upgrade to make their travelling more comfortable (e.g. in-flight wifi, seat charging or early
deplaning) and 68% are loyal to a programme that offers the best rewards/discounts/upgrades (Abeyratne,
2018). Recent study found that millennials may incline to more environmental-friendly travel habits than
any other generation, which is reflected by higher number of passengers in more sustainable types of
transport (e.g. train, bus) and lower number of driving licences among this generation (Delbosc and
Nakanishi, 2017). Even though, airlines are accommodating to millennials’ demand for having high-quality
internet connection from the ground to the air, they still seem to fail in attracting millennials and converting
them into loyal customers (Corporate Travel Community, 2019). For instance, Air France attempted to
overtly target millennials with their subsidiary airline called Joon, which was founded in 2017 but ceased
operations in 2019 and merged back into Air France (Liu, 2019). Joon tried to appeal to millennials through
offering their favourite destinations (e.g. Barcelona, Lisbon, Berlin, Porto, Cape Town) or ‘instagrammable’
casually dressed flight attendants. However, due to their high operational costs they weren’t able to offer
much more attractive prices for millennials in comparison with other budget airlines like Ryanair. instead
they were fulfilling needs that didn’t really exist (Marketing Communication News, 2019). What is more,
their marketing communications was confusing, and some advertisements seemed to target families than
millennials.

Source: (Simple Flying - Aviation News & Insight, 2019)

What is the decision-making factor for millennials when booking a flight? What should be airlines focused on
when targeting millennials? The hypothesis has been stated as follows:

H: Price is still more important for millennial than environmental aspects of chosen flight

2.3. Millennials’ attitude towards environmental-friendly products or services

Extant marketing literature which focuses on research about green consumers, green consumption is
considered as a behaviour that is significantly influenced by consumers habits, values and norms (Naderi
and Van Steenburg, 2018).

Millennials are characterised as self-centred, environmentally conscious and tech-savvy individuals with low
level of brand loyalty who as a consumer spend more than members of Generation X (Gurău, 2012). They
are considered to be well-educated which helps them to better understand the environmental benefits
arising from ‘going green’ (Nguyen and Nguyen, 2020). According to the survey conducted by Nielsen
(2016), 51% of millennials usually check package labels to make sure that they are purchasing product with
positive social and environmental impact, compared to just 12% of Generation X. The results of Nielsen’s
(2016) survey also showed that 73% of millennials will most likely pay more for sustainable brands
compared to 51% of Generation X members. Research conducted by Anderson et al. (2018) showed that
corporate social responsibility (CSR) initiatives are for millennials more important than price, country of
origin, return policy or ordering method when making purchase decision. They consider environmentally
friendly brands to be more attractive and they are willing to pay more for services and products from brands
which include CSR initiatives into their strategic plan (Anderson, Dahlquist and Gaver 2018). The global study
by Nielsen (2015) showed that those who are willing to spend more for green products/services, personal
benefits (e.g. cost or convenience) are outweighed by personal values. In addition, millennials demand
stricter environmental policies and laws and hold the view that global warming is caused mainly by human
activity (Pew Research Center 2011). What is more, environmentally friendly brands that have a presence on
social media channels are perceived by Millennials as more attractive (Smith and Brower, 2012).

However, veracity of millennials’ commitment to go green is still debatable. The result of nationwide survey
in the USA showed low level of personal involvement in environment-related activities among millennials,
despite the fact that 69% of them said they profoundly care about the environment (Diamantopoulos et al.
2003). For example, 51% of adults recycle in the USA compare to just 33% of American millennials.
Furthermore, millennials’ priority is personal comfort/convenience over environment (Grønhøj and
Thøgersen 2009). For instance, they are not as proactive as general population in usage of reusable water
bottles, water usage reduction during daily tasks, turning off electronics or extension lead when it is not in
use (Naderi and Van Steenburg, 2018). The results of the study conducted by Lu, Bock and Joseph (2013)
showed that recyclability, reusability, biodegradability and positive health effects are the most appealing
attributes for millennials when they intent to buy a green product. These findings might be particularly
important for marketers when developing marketing strategy so they know which attributes they should
drive more attention to. However, is this applicable in the airline industry? Would millennial passengers be
attracted to these attributes when they intent to purchase a plane ticket?

Chapter three
3. Research methodology

3.1. Research philosophy

Airline industry is one of the competitive market in the world. From the last two decades, the industry has
been expanding their business with the expansion of the routes and by introducing new safety and security
system to facilitate the passengers. With the revolution of the technology and the aviation engineering, new
flights have been introduced which is driven by sustainable energy to retain the clean air and healthy
environment (Kommenda, 2019). The aim of those system and flight is to reduce the amount of Carbon Di-
Oxide in the aim and thereby to create a sustainable environment. The impact on the economy and human
aspects for the recent hit of COVID-19 has been unprecedented. In this situation, most of the airline services
remained off for the fear of spreading the coronavirus. In that period, the one silver line for this pandemic has
begun like bluer skies, cleaner air and less pollution. Before that period, the airline industry has begun to steer
into the blow of sustainability debate. Many of the services have gone for the issue like to satisfy the
passenger with the enhanced safety measures which can help to prohibit the spread of coronavirus. With the
implication of the preferences, the passengers have produces the mixed reaction by judging the reality and
efficiency of the sustainable environment in airlines (Davison et al., 2014).
The concern to the service is varying with the change in the generation of the passengers as not all of them are
expecting the same scenario and outcome of the service provision. Airlines had a mixed relationship with
sustainability from the historical era. This has given the reliability on the fuel and the upgradation of the fleet
cost. Before the impact of the pandemic in the year 2020, the airline industry has begun to emphasise on the
leadership towards the minimization of carbon emission from the flights (Bonini and Oppenheim, 2018). As
recently as January 2020, JetBlue was expanding its offsetting programs and had plans to be the first carbon-
neutral carrier in the U.S., starting in July 2020. Meanwhile, in February of this year, Delta Air Lines
announced that it would commit $1 billion over the next 10 years to become the first carbon neutral airline
globally. This was basically for retaining the sustainable environment which helps to secure the health issues
of the current and elder generation of people (Mkono, 2020).
So, the will be conducted to satisfy the sustainability issues of the airlines with the justification from the
passengers of different age. In this research, the emphasis of the views has been done for the millennials as
they are considered to be the current generation which contains the combination of Gen Y.1 and Gen Y.2
both. Another reason to consider the millennials is that the rage of age of them is between 24 years to 39
years which contains more than 75 million and all of them are currently employed or working in some of the
places. As the active earning population, they may have to travel frequently through air. So, the view of those
people and the acceptance of the newly implemented sustainable environment will be important (Rice et. al.,
2020).

3.2. Research approach

The research will be aiming to the justification of choice of the millennials. The traditional flights were used
to be operated by the fuels that emits the toxic gases which pollute the air and make significant heath of the
atmosphere. The costing of the airlines is dependent upon the services and the infrastructure of the airlines
and flights. The infrastructure of the airlines are somehow dependent upon the operation which includes the
fuel and combustion to drive the flight. So, with the historical emphasis of the traditional fuel is important as
the fare of the flight is dependent on this (Rice et. al., 2020). As the traditional fuels have been used till now,
the fare will the corresponding to that. In that case, no modification of renovation of the general structure of
the flights had to be changed. It means no extra cost were required for the modification of the architecture of
the flights. However, with the implication of the sustainable energy to drive the flight will enforce the airline
industry to renovate the mechanism and for which the costing and the structure of the fare will be change
completely. It may incur the higher cost of the flight with the same distance and service (Kommenda, 2019).
This higher cost may not be bearable by most of the millennials as the growth of income has not fairly
increased in the world. The growth of income has been significantly fallen down with the recent hit of the
Covid-19 which has pursued the world to pause the current employment and to settle down at home. In this
context, a huge number of employees had lost their jobs or a significant reduction in the remuneration. So, a
huge percentage of the millennials may not afford the higher costing of the flight which may be important for
them. Although the green initiative that is planned to be taken by the airline industry is attractive in terms of
the security and health of the atmosphere (Liu, 2019). This directly or indirectly will influence the human
perspective for the choice to avail the flight with green revolution. But, before the choice of the acceptance of
the green revolution for the sustainability of the airlines, the trust of the millennials should be taken into
consideration as this is one of the most important parameter for making the implementation successful. In
many cases, it can be seen that the millennials are questioning for the truth of the fact. If the airlines will say
that they have implemented the green flight by incorporating the sustainable environment, this need to be
proven towards the millennials who are availing the service mostly (Corporate Travel Community, 2019). So,
to gather the true and practical scenario, the questionnaire method will be applied through which the interview
process will be conducted. In this process, the answers from the millennials will be collected and analysis to
get the insight of their choice (Mayer, Ryley and Gillingwater, 2012).

3.3. Data Collection Methods

There are two types of researches can be conducted for the validating the objectives that has been taken in this
dissertation. The types of researches are the Primary Research and the Secondary Research.

3.3.1 Secondary Research

In the case of the Secondary Research, the readymade data can be collected from the open repository and
make some evaluation on it. In that case, the relevant dataset need to be found out and for this, many
repositories are available where the open-end dataset can be availed (Rice et. al., 2020). The advantages of the
secondary research are:

a. The data need not to be created by the researchers as it is readily available in the market. So, this is the
advantageous look of the secondary research which saves the time.
b. As the data is not collected by the survey method, the cost of the data collected is very less and for
some of the cases it is free. So, it is economically friendly research technique (Abeyratne, 2018).
c. As the data is obtained from the repository, it reflects to the fact that this data has been used by some
other researcher or group of researchers. In their research, they have made the description which can
be found in the relevant repository and for this the confusion of the attributes of the dataset will not be
there. So, the public support is available.
d. As the data is used previously for earlier research, this can be relied and can be applied on the present
research.
Apart from the advantages of the secondary research or the secondary data, there are significant
disadvantages of it (Davison et al., 2014). Those disadvantages lead most of the researchers to go for the
primary research. The disadvantages of the secondary research are:

a. In the secondary data, the limited information may be available which may not fulfil the desire or the
research objective.
b. The records that can be found in the secondary data are old and not updated. As most of the qualitative
and quantitative research requires the updated data, the secondary data fails there.
c. While collection of the secondary data, not all the parameters of features may be important or relevant
of the current research. It can be seen that some of the features may have to be removed from the
collected data and some new features need to be added. So, there is no meaning of collection of the
secondary data to conduct a secondary research in this context (Saha and Darnton, 2005).

3.3.2 Primary Research

In Primary Research, no such data is available in the market and the data need to be designed by collecting
information from internet or by survey. In these two technique, the updated data can be gathered which is also
unique for this particular research. As the objective of the research is to evaluate the role of green marketing
and its perception by millennials, the collection and gathering of the views of the millennials are important.
This data may be available in the open source repository but those cannot be used as for the old record. So,
the primary research will have to be conducted in this context (Gelfeld, 2019). The advantages of the primary
research are as follows:

a. The data can be collected by the survey methods which can reflect the true and reliable scenario of the
views of millennials for green market in airlines.
b. The data can be collected by the questionnaire method where the questions are asked to the
participants and the views are recorded. So, in this context, the real-time scenario can be obtained
which is important for this research (Delbosc and Nakanishi, 2017).
Apart from the advantages of the Primary Research, there are some disadvantages. Although, to achieve the
success of this research, the only way is there and this is to use the primary research. The disadvantages are:

a. The primary research is time consuming as the records are collected by the survey or questionnaire
method which require a huge time.
b. If the records are big enough, the analysis may produce some misleading information which need to
be corrected by applying proper tool.

3.3.3 Selected Method and Tool

In this research, the questionnaire method will be selected for the gathering of information by asking the
participants. In this scenario, 39 questions will be asked and the reverent information will be recorded in the
excel datasheet. Those data will be analysed in the selected tool. The collected data will be the combination of
categorical answers and numerical answers (Chen et al., 2011). So, the mixed data will be analysed in this
research.
There are different tools are available which can analyse the mixed type of data. But not all of the tools are
eligible to analyse the statistical issues and therefore not any data analytics tool can be used for this research.
Only the tool is eligible here that is incorporated with the statistical research procedures. In this context, to
fulfil the objectives of this research, the SPSS tool has been selected which is enriched with the statistical
analytics procedures along with the respective visualization (Bonini and Oppenheim, 2018). So, using the
SPSS tool, both the data analytics with the incorporation of the statistics and the data visualizations will be
done.

3.4. Data Analysis Methods

The collected data will be analysed with a structural equation modelling using SPSS known as The Statistical
Package for Social Science (Hinton, McMurray and Brownlow, 2004). The data will be containing the
answers of the 39 question that has been asked to the participants and the responses have been recorded. The
records will be analysed to get the insight of the participants especially the millennials about their views of
the green revolution in the airlines. The advantage of the choice of SPSS are:

a. SPSS is able to exact the tests module that enables the researchers to use a small samples with the
properness of the analysis based on the whole dataset.
b. The forecasting module of SPSS enables the researchers to predict trend and develop the forecasts
with a quick pace without being a state-of-the-art statistician.
c. SPSS is able to rectify the missing values from the data. If the missing values will be retained in the
data, the outcome can be errors. The missing values module of SPSS is able to finds the relationships
between any missing values in that data and can replace it. So, the analysis will be proper.

Chapter four
4. Results and findings

In this section, the data will be analysed using the Chosen tool SPSS and the discussion will be made one the
basis of the analysis. As there are 39 different questions and some questions are nested or interrelated, so the
combinational plots have been done to cover the aspects of the queries or questions for its analytical view.

4.1 Preference of Green Initiative by Age Group and Gender

The analysis has been conducted for the age group and gender for the preference of the green initiatives by
the airlines. As the emphasis has been done on the millennials, so, from the analysis, the age group of
millennials will be considered. In this analysis, it can be seen that the preference for the green initiative is
higher in the case of the age group 23-30 which lies in the category of millennials Gen Y.1 (Bonini and
Oppenheim, 2018). The most of the preferences have been achieved for Male in that age group.

Fig-1: Preference of Green Initiative by Age Group and Gender

4.2 Preference of Green Initiative by Passenger Facility

Passenger facility is one of the most important factor for getting satisfactory service. Though the green
initiative is good for the mankind, the costing and the relevant facility are also important. This is analysis has
been done on three different factors namely Allowance of baggage, price of the plane ticket and the departure
or landing time. The price of the plane ticket is dependent upon the facilities. The good baggage system
where the passengers can find it safe (Rice et. al., 2020). On the other hand, the delay of the flight are not
generally entertained without proper reason. As the passengers will be purchasing place ticket with high cost
for green revolution, they care about the baggage safety system along with the proper time of departure or
landing time of the flight.
 Fig-2: Preference of Green Initiative by Passenger Facility

4.3 Preference of Green Initiative by Carbon Offset Program

Everyone in the world wants the healthy environment to live. In the atmosphere, there is the Ozone layer
which protects the earth from the heavy radiation by the ultraviolet ray and others. When the flight emits the
polluted gas, it increase the level of Carbon Di-Oxide, Carbon Mono-Oxide and other toxic gasses in the air.
These result in the damage in the ozone layer and for which the heavy radiation reaches to the earth (Mkono,
2020). This is one of the most dangerous aspect of the flight is those will run using the conventional fuel.

Fig-3: Preference of Green Initiative by Carbon Offset Program

The consequence is mostly known by the age group 23-30 that is millennials Gen Y.1 and the millennials Gen
Y.2 has the little knowledge about that. So, in general, the millennials has the knowledge of the environment
pollution caused by the toxic gas like Carbon Di-Oxide and so, they are interested in the green revolution in
the airlines (Starcevic and Konjikusic, 2018).

4.4 Preference of Green Initiative by Choice of Biofuel

As it has been seen from the previous analysis that the millennials are preferring the green revolution of the
flights, the hike in the price of the place ticket is not widely accepted. Though there is an issue of the
modification of the flight system for which the investment is required and which will be mitigated from the
passengers. Though, the millennials have responded to the query mostly in “Maybe” which means, they are
still not agreeing with the higher price scale of the plane ticket though they have accepted the green
revolution (Mayer, Ryley and Gillingwater, 2012).
 Fig-4: Preference of Green Initiative by Choice of Biofuel

4.5 Preference of Green Initiative by On-board Recycling

Apart from the fact of the choice of biofuel or carbon emission program, the emphasis have been done on the
responses of the passengers of the on-board recycling program. The analysis of the responses for the on-board
recycling program is showing that it is preferred by the passengers. Most of the passengers of age range 23-30
have shown their preference by marking it “Important” and “Very Important” as they thing that this program
will keep the flight premises hygienic (Saha and Darnton, 2005). But, a large percentage of the millennials
have remained neutral which is showing they has no interest in it.

Fig-5: Preference of Green Initiative by On-board Recycling

4.6 Preference of Green Initiative by Addition of more seats

The addition of more seats in the flight will certainly make it economic. This is because if more seats are
added in a flight, more passengers will be included and for which the airline will be gain more profit from it.
Now, with that certain hike in the profit, the airline management may reduce the price of the flight. This is the
advantageous fact for the passengers and especially for the millennials. But, due to the covid-19 situation,
some of the passengers especially the millennials Gen Y.2 are refusing this. This is because of the fact that if
the gathering of the passengers will be high, there is a high possibility to transmit the coronavirus. For this
reason, a large number of passengers may be affected. So, in this context, due to the risk factor of spreading
of the coronavirus, the large number of millennials Gen Y.2 are refusing the fact as they have the weak
immunity compared to the millennials Gen Y.2 and the age group 19-22 (Mkono, 2020).

Fig-6: Preference of Green Initiative by Addition of more seats

4.7 Preference for Purchase of Plane Ticket in higher price

As seen from the previous analysis, the price become a primary factor to the passengers where the preference
shave been generated whether they wish to pay more or not. By considering this fact, the analyses have been
conducted to check whether the passengers are wailing to buy the plane ticket with higher price or not. A very
few of the millennials have been responded to that query and most of the millennials are confused about it due
to the fact that they need to bear more money for their travel (Starcevic and Konjikusic, 2018). On the other
hand, as the passengers are interested in the green revolution and have their preferences about it, the analysis
is also conducted for their donation to that service. They were asked whether they are wailing to donate the
amount for the carbon offset program at the time of booking. In reply to that query, most of the passengers
have responded that they can bear the amount for some time but not for all the time. So, eventually, this need
to be conducted by the management only (Mayers, et al., 2014).

Fig-7: Preference for Purchase of Plane Ticket in higher price

4.8 Preference for availing KLM Airlines

The analysis is conducted for the preference for the KLM airlines. Most of the millennials have responded
that they prefers the service provided by the KLM airlines. The analyses are show below:
 Fig-8: Preference for availing KLM Airlines

From this analyses, it can be said that, most of the millennials have responded that they are preferring the
service of KLM services. This is the treason, the magnitude is high in the “Strongly Agree” option where the
major hit was done by the millennials. It can be said that the airline service and the green initiative have
influenced the millennials (Chen et al., 2011).

4.9 Preference for availing Frontier Airlines

As it can be seen for the previous analysis is focusing on the fact that the millennials are preferring the service
provided by KLM. On the other hand, the responses are also taken to check the preferences for the service
that is provided by Frontier airlines. In this analysis, the preferences of the target passengers from the
millennials have been shown. Most of the millennials are not preferring the service of Frontier airline and
thus, the magnitude of “Strongly Agree” and “Agree” are less. While analysing the attractiveness of the
Frontier airlines, most of the millennials are only agreeing the comment but a few have seen to be saying the
“Strongly Agree”.

Fig-9: Preference for availing Frontier Airlines

4.10 Preference for availing Airlines

Most of the millennials are mostly agreeing for the service for Frontier airlines. From the analysis below in
Fig-10 is showing the visualization of statistics of the preferences.

Fig-10: Preference for availing Airlines

The analysis is showing that the “Strongly Disagree” factor is higher for the Frontier airlines and the same
things can be seen for the “Agree” factor. This is because of the friendly implementation of the green
revolution of their flight in Frontier airlines for which passengers are preferring. As most of the millennials
are preferring the service of the Frontier airlines, they are also willing to pay extra amount for the carbon off-
sitting program or biofuel (Gelfeld, 2019). With a comparison of this situation, the Frontier has received the
higher concern for this. The millennials have highly agreed with the Frontier airlines whereas they have
disagreed higher for KLM. On the other hand, the magnitude of Neutral (Neither Agree nor Disagree) is
higher in the KLM which reflects the fact that most of the millennials are not willing to disclose their
preferences for KLM. The magnitude of Agree and Strongly Agree are higher in the case of Frontier airlines.

Fig-11: Choice of paying extra amount

4.11 Analysis of Airport Convenience and Flight Duration

The previous analyses have shown the preferences of the green revolution and the acceptance of the
sustainability by the millennials. This analysis has been done to check for the preference of the millennials for
the Airport convenience with the flight duration. Among three age groups, the response were higher in the
case of millennials. They have marked this fact to be important and Very Important and they will not entertain
the flight delays or problematic service in the airport as they are somehow willing to pay extra amount for the
green revolution in the flights (Liu, 2019). The analysis is shown below:
 Fig-12: Importance of Airport Convenience and Flight Duration

4.12 Analysis of Carbon Offset Program by Millennials

The analysis will show the preferences of the sustainability of the carbon offset program along with the
duration of flight. Another analysis has been conducted for the preferences of ticket of the flight
corresponding to the age group. From the first analysis, it can be seen that most of the millennials have
provided their node to the survey that the sustainability using the carbon offset program is important to the
airline industry (Shawn’s, 2011). A higher percentage of the millennials have said that the sustainability is
important for the airline industry. From the second analysis, it can be seen that the age group 23-30 that is the
millennials Gen Y.1 are mostly interested in the green revolution using the carbon off-set program. It can be
seen that, the price hike due to the renovation of the flight system is mostly accepted by the millennials Gen
Y.1 whereas this is somehow not preferred by the other two age group (Rice et. al., 2020).

Fig-13: Analysis of Carbon Offset Program by Millennials

Chapter five
5. Conclusions and recommendations

In this dissertation, the aim has been taken to produce the fact of the preference of the green by the
millennials. For the fulfilment of the objective, the questionnaire has been produced where the responses have
been taken from 100 participants. All of the responses have been recorded in the excel file and that is applied
in the SPSS for analysis. In this context, the 13 analyses have been done on the bases of the enlisted question
and the responses of 100 respondents. From the analyses, it has been found that the people or passengers
especially the millennials are preferring the green revolution in the flights and airlines with the aim to clean
up the atmosphere from being polluted further. As the green revolution of the flight and airlines is involved
with some extra cost for the renovation of the flight and system, this may incur extra cost in the fare. Most of
the millennials have agreed with the fact of the hiked fare but the other age groups have not accepted it. The
millennials have also preferred the renovation of the flight and airline system with the implication of carbon
offset program and biofuel. The costing of the flight is dependent upon multiple facts like the number of seats
and the voluntary donation by the passengers. The millennials have agreed with the fact for the arrangement
of the extra seat so that the fare will be reduced. Additionally, some of the millennials have also said their
preferences that they can pay the voluntary donation to the airlines for the carbon offset program. Finally, the
millennials have preferred the Frontier airlines for their compact service. This it can be said that the green
revolution places a significant impact on the millennials to change the way of travel.

6. Limitations
The analysis has been done on the basis of the collected data. The analyses have done for getting the
analytical view of the responses. The outcome of the analyses have been discussed in the result section which
seems to be satisfactory concerning to that data. Though the data or the analyses have some certain limitations
which are as follows:
1. The responses have been taken from the limited number of participants. It reflects to the fact that the
response of the participants cannot imply the entire scenario of choice or preferences of the
millennials.
2. The data contains certain exact question that has been asked there are some nested questions also
which is related to the prime question to the participants. So, the analysis provides the view of the
preferences of the millennials in some of the angles and it may not specify the exact or absolute reason
of the acceptance or rejection.
3. The questions are containing few airline services like KLM and Frontier airlines. So, the analyses has
been conducted for the preferences of the millennials in that view of these two. To achieve the
absolute reason of acceptance or rejection, more airline services should have been focused.
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