Green consumers flying in the face of environmental conviction
In excess of 2.7 billion international air travellers a year render aviation the fastest growing transport sector. Flying has a high environmental impact and gives rising concerns for CO2 emissions and climate change. Nonetheless, there are few signs of changing behaviour even from committed environmentalists, many of whom continue to fly. Recent research in the Journal of Marketing Management studies the tensions between green principles and real actions. Authors McDonald et al ask what can be done by marketers to solve