Passenger Perceptions of Green Flying: Do Eco-Friendly Airlines Attract More Tourists?

Sustainability has emerged as a central priority for the global tourism industry, and aviation—often criticized for its environmental impact—plays a decisive role in shaping perceptions of responsible travel. This article examines the relationship between eco-friendly airline practices and passenger perceptions, with a focus on their potential to influence tourism flows. Green initiatives such as fleet modernization, adoption of sustainable aviation fuels, reduction of single-use plastics, and investment in carbon offsetting programs are no longer peripheral measures but increasingly integral to airline strategy. These actions, when communicated transparently, have the potential to enhance corporate reputation, build trust with passengers, and strengthen the perceived value of the overall travel experience. Although cost and connectivity remain the dominant factors guiding airline choice, environmentally responsible branding has become a powerful differentiator in a competitive marketplace, particularly among younger travelers and tourists with heightened ecological awareness. The adoption of sustainable practices within aviation not only contributes to global climate objectives but also reinforces the appeal of destinations seeking to position themselves as leaders in responsible tourism. By embedding sustainability at the core of their operations and marketing, airlines can transform environmental responsibility into both a driver of competitiveness and a catalyst for more sustainable patterns of tourism development