CSR i flyindustrien
Oversat titel
CSR in the Airline Industry
Forfattere
Pretzmann, Amanda Zacho ; Laursen, Nanna Sawapha
Semester
4. semester
Udgivelsesår
2020
Afleveret
2020-06-01
Antal sider
83
Resumé
Corporate Social Responsibility (CSR) er blevet en fast del af mange organisationers dagsorden, og flyselskaber er ingen undtagelse. Fordi luftfarten forurener, oplever branchen et pres fra interessenter (kunder, myndigheder, medarbejdere m.fl.) for at handle ansvarligt på miljø- og samfundsområdet, samtidig med at den økonomiske balance bevares. Dette speciale undersøger United Airlines’ CSR-tilgang og om amerikanske forbrugere faktisk udviser socialt ansvar, når de vælger flyselskab. Analysen bygger på tre teorier: Maignan, Ferrell og Ferrells interessentmodel for at implementere socialt ansvar i marketing (hvordan virksomheden kobler interessenters forventninger med forretningen), Schwartz og Carrolls tredelte CSR-model (tre centrale områder for ansvar), samt Ajzens Theory of Planned Behavior (holdninger, subjektiv norm og oplevet handlemulighed som drivere for adfærd). Empirisk anvendes en spørgeskemaundersøgelse blandt amerikanske forbrugere samt Uniteds CSR-rapporter og virksomhedswebsites. Metodisk anvendes socialkonstruktivisme og hermeneutik til at fortolke udsagn og tekster. De fleste respondenter mener, at flyselskaber har et større samfundsansvar end andre virksomheder, særligt inden for miljø, samfund, medarbejdere, sikkerhed og diversitet. Uniteds arbejde adresserer flere af disse områder (miljø, samfund, diversitet og sikkerhed). Til gengæld peger hændelser med dårlige kundeoplevelser på udfordringer i arbejdskulturen, hvilket kan underminere troværdigheden og gøre CSR-indsatsen overfladisk, når medarbejdernes trivsel ikke prioriteres i praksis. Forbrugernes holdninger til at vælge et ansvarligt flyselskab er overvejende positive. Men den subjektive norm (oplevet socialt pres) er svag, fordi få føler, at andre forventer, at de vælger ansvarligt. Derudover er den oplevede handlemulighed lav: Pris er den største barriere, og begrænsede valgmuligheder samt behov for ekstra research gør det sværere at handle ansvarligt. Samlet set betyder disse forhold, at forbrugere i praksis er mindre tilbøjelige til at vælge ansvarlige alternativer. Specialet identificerer en tydelig spænding: Forbrugere forventer, at flyselskaber tager socialt og miljømæssigt ansvar som en forudsætning for at drive forretning, men de vil ikke betale mere for det. Derfor bør United øge sin indsats, for eksempel ved at investere i biobrændstoffer (trods nødvendige omkostninger) og ved at prioritere gode arbejdsvilkår for at opbygge tillid. Den bedste løsning er at tilbyde ansvarlige ydelser til samme pris som mindre ansvarlige konkurrenter.
Corporate Social Responsibility (CSR) has become a standard part of many organizations’ agendas, and airlines are no exception. Because aviation is polluting, the industry faces pressure from stakeholders (customers, regulators, employees, and others) to act responsibly on environmental and social issues while maintaining economic balance. This thesis examines United Airlines’ CSR approach and whether American consumers actually behave in socially responsible ways when choosing an airline. The study uses three frameworks: Maignan, Ferrell and Ferrell’s stakeholder model for implementing social responsibility in marketing (how a firm connects stakeholder expectations to its business), Schwartz and Carroll’s three-domain CSR model (three core areas of responsibility), and Ajzen’s Theory of Planned Behavior (attitudes, subjective norms, and perceived behavioral control as drivers of behavior). The analysis draws on a survey of American consumers and on United’s CSR reports and corporate websites. Methodologically, social constructivism and hermeneutics are used to interpret statements and texts. Most respondents believe airlines have greater responsibilities than other companies, especially regarding the environment, society, employees, security, and diversity. United addresses several of these areas (environment, society, diversity, and security). However, incidents linked to poor customer experiences point to problems in the work culture, which can undermine credibility and make CSR seem superficial when employee well-being is not prioritized in practice. Consumers’ attitudes toward choosing a responsible airline are generally positive. But the subjective norm (the social pressure people feel) is weak because few feel others expect them to choose responsibly. Perceived behavioral control is also low: price is the main barrier, and limited options plus extra research make responsible choices harder. Taken together, these factors mean consumers are less likely to act responsibly in practice when booking flights. The thesis identifies a clear tension: consumers expect airlines to meet social and environmental responsibilities as a basic condition of doing business, yet they do not want to pay more for it. Accordingly, United should strengthen its efforts—for example by investing in biofuels (despite required costs) and by prioritizing good working conditions to build trust. The best path is to offer responsible options at the same price as less responsible competitors.
[Dette resumé er omskrevet med hjælp fra AI baseret på projektets originale resumé]
Emneord