Sustainability in the Sky: Analyzing Customer Perception in Response to Environmentally Sustainable Onboard Products in U.S. Airlines

With the issue of climate change continuing to influence global policy and development, large U.S. airlines are currently under pressure to address their significant environmental impacts. However, while airlines have made efforts to improve their overall environmental sustainability, onboard products consumed by passengers (meals, utensils, bedding, amenity kits, toiletries, etc.) contribute to airlines’ environmental impacts and have only recently been targeted by airline sustainability initiatives. This study investigates the effects of sustainable supply chains for onboard products on customers’ perceptions of U.S. airlines’ brand image. It uses a mixed-methods approach, including a literature review, a case study, and a survey of customer perceptions, to identify customer attitudes towards U.S. airlines’ sustainability initiatives related to onboard products. Findings show that there are some, albeit insignificant, impacts of the quality and marketing of sustainable onboard products on customer perception, although customers who are aware of sustainable onboard products generate positive responses towards airline brand image through a higher perception of efficiency.