Thesis defense 8th of July Sanne Mondria
FLIGHT SHAME
The emergence of the flight shame phenomenon
Flygskam (Swedish), Flugscham (German), Vliegschaamte
(Dutch), Flight shame (English)
The words all mean ‘flight shame’ which can be explained
PROBLEM STATEMENT
Is flight shame triggered by the
provision of information about flying
and the consequences it has on the
environment, and does this, in the
end, influence people's flight
CONCEPTUAL FRAMEWORK
IV: provision of
information about flying and the effect it
has on the environment Mediator: flight shame DV: flight behaviour Flight frequency, length of flight
Paying extra taxes for Co2 emissions to fly Co2 neutral
Moderator:
sustainable actions with regards to flying Information /
RESEARCH QUESTIONS
Research questions:
RQ 1: Does the provision of information about flying and the
effect it has on the environment, trigger feelings of flight shame?
RQ 2: Does the provision of information about flying and the
effect it has on the environment, impacts flight behaviour?
RQ 3: Does the choice for a sustainable airline moderate the
RESULTS
Research questions:
RQ 1: Does the provision of information about flying and the
effect it has on the environment, trigger feelings of flight shame?
RQ 2: Does the provision of information about flying and the
effect it has on the environment, impacts flight behaviour?
RQ 3: Does the choice for a sustainable airline moderate the
impact of information provision on flight behaviour?
OTHER
INTERESTING
INSIGHTS
81 out of 128 participants intended to have a
positive attitude towards the CO2ZERO programme of KLM.
• not much money
• that it is a fairly easy option to be able to
compensate
• reduces their feelings of guilt
47 out of 128 intended to have a negative attitude towards the CO2ZERO programme of KLM.
• quite skeptical & they want them to be more
transparent about what the money is actually going towards
• plane tickets are already expensive
• it will not make any difference whether they pay
that one Euro or not per flight hour
Furthermore, one causal relationship that was found in the study is that people that care about the
LIMITATIONS &
FUTURE RESEARCH
Manipulation element (provision of information, BBC text)
No pre-test of manipulation (always test your material)
No manipulation check
People that are not flying anymore (due to environmental consciousness
behaviour)
Socially desirable answers
Data sample consisting of 75% millennials
PRACTICAL
IMPLICATIONS
FOR THE
AIRLINE
INDUSTRY
3 recommendations for airlines
To make the option to fly Co2
neutral the default option
Airlines that offer Co2 neutral
programmes should give more information and should be more transparent about what they are actually doing with the money
Slightly increase the compensation
THANK YOU
Where is this flight shame
RQ 1
