Corporate decisions on sustainable aviation fuel: the cost-sustainability dilemma in business travel

This study examines how the commercialization of Sustainable Aviation Fuel (SAF) can be optimized in the business travel sector, where aviation-related emissions remain high and corporate sustainability goals increasingly demand action. Using an adaptive choice-based conjoint (ACBC) experiment with sustainability managers from European firms, we analyze how companies evaluate SAF offerings based on fuel type, blend level, certification, billing structure, and cost. Our results reveal a strong preference for certified SAF and bulk procurement models in short-haul travel, where willingness to pay often exceeds benchmark prices. For long-haul travel, however, cost remains a significant barrier, with low SAF content frequently rejected in favor of conventional options. The study highlights how procurement structures, budget constraints, and internal decision-making shape SAF adoption, offering practical insights for corporate travel managers, airlines, and SAF suppliers. From a policy perspective, our exploratory findings suggest that regulatory support could play an important role in accelerating SAF demand. Standardized reporting frameworks, recognition of SAF in emission accounting, and pricing incentives may help reduce entry barriers and better align procurement with climate targets. By focusing on the demand side – an underexplored area in SAF research – this paper contributes empirical evidence to inform policy design, promote private-sector engagement, and support the scaling of low-carbon aviation solutions.