Latest research reveals rising public concern about climate change and little confidence in the government to tackle the problem. But while there is evidence consumers expect travel firms to take action, there is little to suggest most people intend to fly less.
A survey among more than 2,000 adults, carried out by TNS for Travel Weekly’s Green Issue, found 25% were ‘very concerned’ about climate change, and 48% were ‘fairly concerned’. Less than one in five expressed no concern at all.
A mere one in 20 had no interest in what governments were doing about global warming, but only 11% expressed confidence the climate challenge would be met.
The survey found no evidence that airline attempts to bolster their environmental credentials were influencing consumers. Just 1% of respondents said improved fuel efficiency would determine their choice of airline, with another 4% saying they would consider the fuel efficiency of a carrier’s fleet when booking – the same as in a 2007 survey.
Similarly, only 1% were attracted by airline schemes to offset carbon emissions – the same as two years ago. By contrast, 52% said price was the ‘main consideration’ when choosing an airline and 73% rated price a ‘major factor’.
Among those who would consider changing their flying behaviour, 29% would choose an airline with more fuel-efficient aircraft – up from 22% in 2007. One in four would consider switching from flying to another form of transport – similar to last year, but close to double the rate in 2007 – and 22% were prepared to switch from their car.
TNS concludes: “There has been a gradual increase in the proportion that would choose an airline that has consciously made an effort to improve the fuel efficiency of its aircraft. This reflects the views of those consumers who are conscious of the environmental impact of flying, but cannot envisage not flying.
“There has been a greater increase in those who would consider choosing an alternative form of transport rather than flying – 14% in 2007, increasing to 27% in 2008 and remaining at this increased level in 2009.”
However, TNS added: “Among those consumers who claim to be very likely to change holiday and travel plans in the next year to reduce their environmental impact, there is no apparent rise in the relative importance of either [fuel efficiency or carbon offsets] in choosing an airline.”
Carbon offsetting
Asked whether they had paid to offset a flight in the past 12 months, 5% of respondents said they had – up from 3% in 2008 and 4% in 2007. However, TNS described this as “little apparent increase”.
Among those who had flown in the past 12 months, 7% had made a payment to a carbon-offset or similar environmental compensation scheme. The rate among those who had flown more than three times was 8%, and among better-off flyers, 9%.
Asked whether they intend to fly less in the next 12 months because of global warming, 4% of respondents agreed “strongly” and 9% “slightly”.
However, asked if they would value an independent assessment of airlines’ environmental performance, 9% agreed strongly, and 32% slightly – suggesting independent verification of a carrier’s fuel efficiency could influence consumer choice.
Just 7% agreed strongly on taking the train as an alternative to flying and 14% slightly – a fall on two years ago.
TNS concluded: “A small minority (10%-15%) of the population appears willing to consider flying less for environmental reasons.
“The option of switching to the train has limited support, with about one in five agreeing they would consider this alternative.
“The stronger support for an independent system for establishing how environmentally friendly airlines are underlines consumers’ intention to continue to fly, and the need for the airlines to take responsibility, rather than consumers doing so directly.”