Work

Assessing airline communication for voluntary carbon offsets

Year: 2025

Type: article

Abstract: Airlines offer voluntary carbon offsetting (VCO) programmes in response to growing climate action demands. However, these programmes face scrutiny over potential greenwashing in communication. This study uses a two-step approach to examine the communication practices of 32 airlines across Asia, Europe, and North America. The content analysis assesses accessibility, transparency, and flexibility in communications, focusing on emphasizing not just the content but also how easily travellers can find, understand, and engage with VCO information. The interpretive analysis identifies misleading practices. Findings reveal diverse practices, regional variations, and differing transparency levels. While some airlines provide detailed communication, others use misleading tactics such as vagueness and selective disclosure. Notably, a third of the airlines did not offer VCO programmes, with many shifting towards sustainable aviation fuels. The results underscore the need for standardized regulations for VCO communication to enable travellers to make informed decisions in the evolving landscape of airline environmental responsibility.

Source: npj Sustainable Mobility and Transport

DOI: 10.1038/s44333-025-00027-7

Authors: Bonnie Heung Ng Tsoi, John Chung-En Liu

Institution: National Taiwan University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Climate action

Open Access status: gold

Estimated APC paid: $2,590