Evaluation of greenwashing practices by airlines

Today, environmental and social concerns are increasingly prioritized by stakeholders and businesses are expected to make their operations more sustainable. Airlines in particular face mounting pressure due to the high carbon emissions and other negative environmental impacts associated with their operations. This increasing demand and pressure have led to the phenomenon of "greenwashing," where businesses present themselves as more environmentally friendly than they are, a trend also observable in the airline industry. By misleadingly enhancing their environmental image, airlines simultaneously avoid the cost of actual changes. Social media platforms have become crucial communication channels through which airlines can rapidly share their sustainability initiatives with stakeholders. In this context, the analysis of airlines' social media posts is of significant importance for determining the scope and nature of greenwashing activities within the industry. This study adopts a qualitative content analysis approach using MAXQDA 2024 software and examines social media posts from 11 airlines with different business models across various geographical regions. Posts from airlines selected from North America, Europe, and Asia, which constitute a substantial portion of global passenger traffic, are classified within the framework of the "7 Sins of Greenwashing." The findings of this study, which aim to provide a global perspective on the extent of greenwashing in the industry, underscore the prevalence of greenwashing in the airline sector and highlight the need for stricter regulatory standards and enhanced transparency in environmental reporting.