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Customer value, airlines, environment, emissions, attitude, brand value
This paper discusses the question whether passengers are fully aware of the efforts taken by airlines to protect the environment and if this knowledge in turn influences potential customers in choosing a certain airline. The topic is analysed by taking the case of Swiss International Air Lines (SWISS) passengers at Zurich Airport. It was found that these efforts are not apparent to passengers. However, passengers are interested in an airline’s environmental responsibility. It was also found that the airline’s action is appealing to customers. Nevertheless, price plays an important role for passengers when choosing an airline even in the case of it being more environmentally-aware. Furthermore, there is a relation between the environmental activities of an airline and the brand image. The brand of the airline is strengthened if it is engaged in environmental activities and communicates them efficiently to passengers.