Browsing by Subject "aviation industry"

This study investigates the marketing of sustainable aviation fuels (SAF). It develops an understanding of aviation stakeholders’ perspective on marketing planning in the process of commercializing SAF. Many studies have been assessing the relationship between biofuel and marketing, however, the research on sustainable aviation fuel marketing is nonexistent. Marketing is a critical factor that needs to be explored to understand and develop the SAF commercialization process. The fact that SAF is under early stage of commercialization and has not been widely adopted by the aviation industry, makes this study especially interesting and relevant. The sample consist of six semi-structured interviews with aviation stakeholders and develops insights on the perspectives towards SAF and marketing of the fuel. The results are analyzed together with a theoretical framework that incorporates a remodeled 4C’s of the marketing mix (customer solutions, consumer costs, convenience, communication) that is complemented with channels and content messages. In conclusion, due to the inadequate knowledge and deployment of SAF, marketing planning at this stage is difficult. However, it is recognized that creating awareness plays an important role and therefore, SAF should be marketed through several different channels, with specific and targeted content messages. Marketers should work within the passenger interface in order to approach customers through various channels with targeted content messages throughout the passenger journey.