Daniel Szuster
Aalborg University
Abstract
This thesis begins with an introduction, which highlights the background for posing the research question for this thesis. This background involves the heightened attention, in western society towards environmental issues, especially climate change and global warming and the way the business world reacts to these issues. In the beginning of the process of writing this thesis, my idea for the research question was to find out how companies, which are perceived to have a major negative impact on environmental issues, combat an increasingly green public. I soon found out that the aviation industry is one of the most feared industries in connection with environmental issues, and therefore decided that it would be interesting to have a closer look at this particular industry. I also found out that British Airways was the first airline company to introduce the environmentally friendly/green initiative of carbon offsetting, where customers can offset their carbon emissions on flights by paying a price premium, which then is distributed to combat environmental issues regarding the climate through the environmental organisation Climate Care. Therefore, the research question became; to what extent is it possible for British Airways to attract customers within the UK through the environmentally friendly initiative of carbon offsetting? To answer this question this thesis begins with the theoretical framework.
Keywords: Green Marketing, British Airways, Marketing Environment
