Publicação
Going Green: sustainability in the airline industry - TAP Group Study
| Resumo: | Sustainability reporting is nowadays one of the most important strategies of the businesses to present their green image. During the previous years, the topic of sustainability communication became popular among researchers who studied it in relation to different industries. However, the topic of sustainability communication was not widely developed in relation to aviation sector. This study aims to look how sustainability is perceived and communicated by the airline industry. Using a case study as a method, the thesis examines the sustainability practices of TAP Group by looking at company profile and history, annual sustainability reports and conducting semi-structured interviews within the company. The analysis of sustainability report has a qualitative nature and focuses mainly on three perspectives: environmental, economic and social. This part of the study found that TAP Group is making tremendous efforts to be perceived as a green airline by undertaking new initiatives each year since the beginning of reporting period. The biggest efforts are made in relation to environmental sustainability that is the largest issue for the industry. Another finding showed that the communication of sustainability in the company different departments is not well maintained and that company employees are not satisfied with this situation. The study also looked at several other airlines of different profiles and their initiatives regarding sustainability to maintain green image. As a sample the study analyzed profiles and sustainability communication of two additional airlines belonging to Star Alliance, two from the One World, two from SkyTeam and two independent low-cost airlines. It concludes that sustainability, especially the environmental perspective, is considered to be the most important and all actions are broadly communicated in the aviation industry. Another important finding shows that different airlines adopt communication channels but report the issues to different extent. This difference is most clearly visible in non-EU airlines that are far behind in sustainability reporting that European carriers. |
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| Autores principais: | Slaska, Paulina Maria |
| Assunto: | aviation sustainability air transport sustainability reporting CSR TAP Group |
| Ano: | 2016 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | Sustainability reporting is nowadays one of the most important strategies of the businesses to present their green image. During the previous years, the topic of sustainability communication became popular among researchers who studied it in relation to different industries. However, the topic of sustainability communication was not widely developed in relation to aviation sector. This study aims to look how sustainability is perceived and communicated by the airline industry. Using a case study as a method, the thesis examines the sustainability practices of TAP Group by looking at company profile and history, annual sustainability reports and conducting semi-structured interviews within the company. The analysis of sustainability report has a qualitative nature and focuses mainly on three perspectives: environmental, economic and social. This part of the study found that TAP Group is making tremendous efforts to be perceived as a green airline by undertaking new initiatives each year since the beginning of reporting period. The biggest efforts are made in relation to environmental sustainability that is the largest issue for the industry. Another finding showed that the communication of sustainability in the company different departments is not well maintained and that company employees are not satisfied with this situation. The study also looked at several other airlines of different profiles and their initiatives regarding sustainability to maintain green image. As a sample the study analyzed profiles and sustainability communication of two additional airlines belonging to Star Alliance, two from the One World, two from SkyTeam and two independent low-cost airlines. It concludes that sustainability, especially the environmental perspective, is considered to be the most important and all actions are broadly communicated in the aviation industry. Another important finding shows that different airlines adopt communication channels but report the issues to different extent. This difference is most clearly visible in non-EU airlines that are far behind in sustainability reporting that European carriers. |
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