Fifteenth International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

The airline industry worldwide is making significant strides in reducing its carbon footprint and minimizing environmental impact yet there is a financial cost. To offset these costs, this paper posits that the communication of sustainability initiatives will enhance an airline’s reputation ultimately increasing positive brand value and profits. Zhang, et al. (2017) noted that the interaction between firms and customers via social media builds customers loyalty. Indeed, customers look for information and common ideals in firms. The U.S. airline industry is arguably an oligopoly as four airlines American Airlines, Delta Airlines, Southwest Airlines, and United Airlines control about 80% of the U.S. passenger market. This paper investigates the social media channels used by participants of this oligopoly to communicate environmental sustainability efforts. A qualitative content analysis of current digital marketing by each airline in communicating sustainability initiatives was undertaken. The social media marketing content analysis included four popular social network sites: Facebook, Instagram, YouTube, and Twitter. Environmental sustainability initiatives selected for examination were carbon offset programs, fuel efficiency, recycling, and alternative energy. This paper focuses on how these airlines are embracing environmental sustainability and how are they communicating their efforts to consumer and customer stakeholders.