Perceptions of Flight Shame and Consumer Segments in Switzerland

The flight shame movement gave impetus to a critical reflection of air travel in the context of global sustainability debates, fostering the idea of using trains instead of planes for short-haul distances. Forty-three percent of a representative study perceive flight shame as a positive development, while 33% are clearly negative on the subject, which implies a controversial topic. 21% do, however, not know what flight shame is and what it comprises. Based on attitudinal and behavioral segmentation criteria, four consumer segments in air travel were identified. Nearly 40% of consumers can be considered eco-friendly, while around a fifth shows inconsistencies between eco-friendly attitudes, but contradictory behavior. A third of consumers can be seen as non-eco-friendly. These four consumer segments predominantly differ in their political orientation and the number of cars per household. The behavioral characteristics of these segments show an overall modest desirability for train use across all consumer groups (58%), implying a general willingness of customers to use trains for short-haul distances (≤700 km). In the light of sustainability and flight shame, consumers generally demand conscious and reasonable air travel behavior, which entails a renunciation of ultra-low ticket prices and a reduction of short-haul flights, by simultaneously enhancing railway infrastructure and connections to provide a viable and more environmentally friendly alternative. Long-haul flights are, in contrast, predominantly seen as an indispensability, where the focus should lie on technological improvement in order to make air travel environmentally compatible. Regarding decision criteria for using modes of transportation, price, travel time, and CO2 emissions were identified as critical factors. Interestingly, as long as journeys are within a critical time threshold, trains are preferred although the corresponding price is higher than for a trip by plane.