ABSTRACT
This chapter presents the specific case of the European airline industry to examine the actions companies take in response to climate change-related pressures and the reasons why these actions vary between companies. However, the engagement of airlines in procedural improvements did not differ considerably, particularly when considering the overall effect of these measures on their Carbon dioxide emissions. All airlines also engaged in lobbying for structural measures. By doing so, airlines did not directly reduce their own Carbon dioxide emissions, but they pushed for general preconditions facilitating or even enabling an actual reduction. Airlines engaged in communication to a different extent. While some airlines used a large variety of communication means including in-flight magazine articles, newspaper advertisements, website information and sustainability reports, others did not participate in the climate change debate at all. Airlines could improve their credibility in the climate change debate by increasing their transparency, thereby allowing stakeholders to assess the effectiveness of their emission reduction efforts.
