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

Ali Aycı; Hassan Ismail Botan

doi:10.17261/Pressacademia.2025.2010

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

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

References

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Details

Primary Language

English

Subjects

Behaviour-Personality Assessment in Psychology

Journal Section

Research Article

Authors

Ali Aycı
0000-0001-8173-1152
Türkiye

Hassan Ismail Botan
0009-0000-5166-768X
Türkiye

Publication Date

December 31, 2025

Submission Date

October 9, 2025

Acceptance Date

December 15, 2025

Published in Issue

Year 2025 Volume: 12 Number: 2

DOI

https://doi.org/10.17261/Pressacademia.2025.2010

IZ

https://izlik.org/JA78KH86CN

Cite

RIS / Bibtex

APA

Aycı, A., & Botan, H. I. (2025). MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS. Research Journal of Business and Management, 12(2), 53-59. https://doi.org/10.17261/Pressacademia.2025.2010

AMA

1.Aycı A, Botan HI. MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS. RJBM. 2025;12(2):53-59. doi:10.17261/Pressacademia.2025.2010

Chicago

Aycı, Ali, and Hassan Ismail Botan. 2025. “MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS”. Research Journal of Business and Management 12 (2): 53-59. https://doi.org/10.17261/Pressacademia.2025.2010.

EndNote

Aycı A, Botan HI (December 1, 2025) MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS. Research Journal of Business and Management 12 2 53–59.

IEEE

[1]A. Aycı and H. I. Botan, “MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS”, RJBM, vol. 12, no. 2, pp. 53–59, Dec. 2025, doi: 10.17261/Pressacademia.2025.2010.

ISNAD

Aycı, Ali - Botan, Hassan Ismail. “MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS”. Research Journal of Business and Management 12/2 (December 1, 2025): 53-59. https://doi.org/10.17261/Pressacademia.2025.2010.

JAMA

1.Aycı A, Botan HI. MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS. RJBM. 2025;12:53–59.

MLA

Aycı, Ali, and Hassan Ismail Botan. “MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS”. Research Journal of Business and Management, vol. 12, no. 2, Dec. 2025, pp. 53-59, doi:10.17261/Pressacademia.2025.2010.

Vancouver

1.Ali Aycı, Hassan Ismail Botan. MIND THE GAP: A CASE STUDY OF TURKISH AIRLINES ON ALIGNING SUSTAINABLITY INITIATIVES WITH CONSUMER EXPECTATIONS. RJBM. 2025 Dec. 1;12(2):53-9. doi:10.17261/Pressacademia.2025.2010