Purchasing carbon offset flights in Australia: An exploration of airline websites

Abstract

The airline industry has been accused of being the fastest-growing source of greenhouse gases, yet being environmentally friendly does not appear to be an issue very high on the current agenda of airlines, despite the extremely competitive industry they operate within. This exploratory study examined the existence of carbon offset schemes among airlines which operate into and within Australia and questioned the way in which customers are facilitated on these websites to purchase a carbon offset option for their flight. The study found that only four of the 59 airlines operating into and within Australia offer carbon offset schemes and those that do so provide low key promotion of the scheme, with the facilities to select the carbon offset flights located external to the airlines' Home Page. The paper suggests that airlines need to become more serious about carbon offset schemes as a means of capturing the current good-will among passengers and, if nothing else, to create a competitive edge. The paper also suggests that airlines could more effectively introduce carbon offset schemes by recognising them as new products being offered to existing markets. However, the paper also reflects on the responsibility of airlines to educate future customers about the environmental impacts of their air travel by suggesting ways to minimise their impact, including the need to reduce the frequency of flying.