Who should hold the baton of aviation sustainability?

Purpose - In the past four decades, substantial air traffic growth has triggered enthusiasm in the aviation sector. At the same time, this growth has posed challenges to its financial and environmental sustainability commitments. A buzz has been centered on introducing and supporting aviation sustainability initiatives. These challenges have led to acknowledging the need to reduce aviation fuel consumption, a function of multiple factors. The different stakeholders having a diverse type of interplay govern the effective implementation of the factors at different decision levels (strategic, tactical and operational). Thus, the present study aims to critically examine various decision levels involved to understand opportunities and requirements related to aviation sustainability. Design/methodology/approach - In this study, the best–worst method is used to quantify different decision levels’ role on various factors affecting aviation fuel consumption. Findings - The results of this study signify that tactical-level decisions are most influential in reducing aviation fuel consumption with the highest impact (0.41) followed by operational-level decisions (0.30) and strategic-level decisions (0.29), respectively. Research limitations/implications - The results point toward the critical role of middle-level hierarchy, i.e. aircraft manufacturers, airlines and others in the aviation industry’s sustainable growth. Thus, middle-level stakeholders must be inspired and empowered to act, being at the center they link the other two levels. Originality/value - This study has added to the body of knowledge by exploring the decision-making competencies needed by different aviation sector stakeholders. It also presents the possible options available in the sector and the role of stakeholders at different levels in exploiting and implementing the sustainable aviation sector changes.