Greenwashing Behaviours of Selected Low-Cost Airlines Operating in the Czech Republic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25510%2F23%3A39920961" target="_blank" >RIV/00216275:25510/23:39920961 - isvavai.cz</a>

Výsledek na webu

<a href="https://ebooks.ktu.edu/product/transport-means-2023.-part-i.-proceedings-27th-international-scientific-conference" target="_blank" >https://ebooks.ktu.edu/product/transport-means-2023.-part-i.-proceedings-27th-international-scientific-conference</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Greenwashing Behaviours of Selected Low-Cost Airlines Operating in the Czech Republic

Popis výsledku v původním jazyce

The air transport sector is very ambivalent. On the one hand, air transport enables people and cargo to be transported very quickly and safely around the world. On the other hand, the air transport sector has significant negative environmental impacts such as the production of greenhouse gas emissions, land use, noise, and vibration. Airlines, and especially low-cost airlines, fight for customers every day and must adapt their marketing communications accordingly. As environmental and sustainable themes have become popular among customers in recent years, low-cost airlines have been using them a lot in their marketing campaigns. In some cases, companies commit greenwashing when they communicate false, misleading, or otherwise deceptive claims. The manuscript focuses on the airline industry, respectively low-cost airlines, which are highly susceptible to using greenwashing practices to influence consumer perceptions. The aim of the article is to identify and analyse examples of greenwashing practices of selected low-cost airlines on the social network LinkedIn. Greenwashing practices were defined based on a literature review. The qualitative content analysis method was used to analyse the profiles of selected low-cost airlines on the social network LinkedIn. Subsequently, the method of qualitative comparative analysis was used to compare the greenwashing practices used by selected low-cost airlines. Based on the analysis, it can be concluded that the analysed companies use greenwashing, especially irrelevant claim, vagueness, and fibbing in their marketing communication. This may be problematic for the analysed companies in the future as it may negatively affect customer perceptions.

Název v anglickém jazyce

Greenwashing Behaviours of Selected Low-Cost Airlines Operating in the Czech Republic

Popis výsledku anglicky

The air transport sector is very ambivalent. On the one hand, air transport enables people and cargo to be transported very quickly and safely around the world. On the other hand, the air transport sector has significant negative environmental impacts such as the production of greenhouse gas emissions, land use, noise, and vibration. Airlines, and especially low-cost airlines, fight for customers every day and must adapt their marketing communications accordingly. As environmental and sustainable themes have become popular among customers in recent years, low-cost airlines have been using them a lot in their marketing campaigns. In some cases, companies commit greenwashing when they communicate false, misleading, or otherwise deceptive claims. The manuscript focuses on the airline industry, respectively low-cost airlines, which are highly susceptible to using greenwashing practices to influence consumer perceptions. The aim of the article is to identify and analyse examples of greenwashing practices of selected low-cost airlines on the social network LinkedIn. Greenwashing practices were defined based on a literature review. The qualitative content analysis method was used to analyse the profiles of selected low-cost airlines on the social network LinkedIn. Subsequently, the method of qualitative comparative analysis was used to compare the greenwashing practices used by selected low-cost airlines. Based on the analysis, it can be concluded that the analysed companies use greenwashing, especially irrelevant claim, vagueness, and fibbing in their marketing communication. This may be problematic for the analysed companies in the future as it may negatively affect customer perceptions.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Transport Means 2023 : proceedings of the 27th International Scientific Conference

ISBN

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ISSN

1822-296X

e-ISSN

2351-7034

Počet stran výsledku

5

Strana od-do

458-462

Název nakladatele

Kaunas University of Technology

Místo vydání

Kaunas

Místo konání akce

Palanga

Datum konání akce

4. 10. 2023

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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