Book Description

Inhaltsangabe:Abstract: Environmental matters and in particular climate change are among the most discussed issues at present. The aviation industry has been in the spotlight of politicians, environmentalists and the Media for its detrimental impacts on the natural environment and the question rises as whether the increased publication of the problem leads to the more environmental conscious consumer purchasing behaviour in terms of booking flights? The study aimed to answer this question. On the one hand the topic was chosen as it represents a current issue; on the other the topic of environmental conscious consumer buying behaviour appears to be under researched. The study intended to work through following objectives in order to find an answer to the main study aim: - How important is the climate change issue to consumers? - Can green marketing and environmental policy making bring a commercial benefit? - To analyse environmentally conscious consumer behaviour. - To analyse whether potential air travellers consider environmental attributes prior to booking a flight by looking at airlines environmental commitment. First of all existing literature surrounding the topic of green marketing and environmental consumer behaviour was reviewed prior to conducting primary research. Primary research was conducted by means of a questionnaire which was distributed to 100 people at Bournemouth, Southampton and Heathrow Airport. The results were subsequently analysed with the aid of SPSS and related to the literature reviewed. Research results exemplified that environmental concern among the population does not exist to an extent that environmental conscious purchasing is likely to take place. In terms of the booking of flights the majority of consumers do not consider airlines environmental attributes in their purchase decision making. Other factors such as travel costs and travel comfort still play a far more decisive role in most individual s decision making. However, the study could reveal that one of the main reasons for this being the case was that most respondents were not aware that airlines can be environmentally responsible. Hence, the findings of the study recommend that airlines should show more evidence of environmental responsibility to potential customers. Inhaltsverzeichnis:Table of Contents: Acknowledgementsi Abstractii List of contentsiii List of figuresvi List of tablesviii List of appendicesix Chapter 1 - [...]