MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS

Year 2025, Volume: 12 Issue: 2, 53 - 59, 31.12.2025

Ali Aycı , Hassan Ismail Botan

https://izlik.org/JA78KH86CN

Abstract

Purpose- This study investigates the alignment between airline sustainability strategies and passenger perceptions, focusing on the case of
Turkish Airlines. It aims to identify the gaps between corporate sustainability messaging, operational realities, and consumer awareness and
expectations in the context of an emerging market.
Methodology- A mixed-methods approach was employed, combining an academic literature review with a qualitative field study and a case study
analysis. The field research involved structured interviews with 70 passengers at Ankara Esenboğa Airport to gauge awareness of concepts like
Sustainable Aviation Fuel (SAF) and carbon offsetting. The case study critically evaluates Turkish Airlines' sustainability reports and strategic
initiatives.
Findings- The findings reveal a significant "information gap," with 43% of passengers unaware of key green aviation concepts. While a of travelers (71%) express a willingness to pay more for sustainable flights, this support is conditional upon transparency and trust. exhibit skepticism towards indirect measures like carbon offsetting, preferring tangible actions such as fleet modernization. The Turkish Airlines indicates that while the airline has a strong, credible strategy in fleet modernization, its initiatives in SAF and majority
Passengers
analysis of
carbon offsetting
lack scale and are not effectively communicated, creating a "credibility gap".
Conclusion- This paper contributes to the sustainable aviation literature by empirically demonstrating the disconnect between airline strategy
and consumer perception in the Turkish context. It highlights that gaining a competitive advantage requires airlines to move beyond symbolic
gestures and bridge the credibility gap through transparent communication and measurable, tangible actions.

Keywords

Aviation , Green marketing , carbon offsetting , sustainability aviation fuel , aircraft efficiency , consumer awareness

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