Corporate Communication on Voluntary Carbon Offsetting in the Aviation Industry: A Case Study of Asian Airlines

The aviation industry, among the transportation sector, has come under heightened scrutiny as it is a major contributor to global carbon emissions and one of the most challenging industries to decarbonize. In response to the overwhelming calls for climate actions, the aviation industry has turned to a market-based approach - voluntary carbon offsetting - showcasing their dedication to carbon reduction. Investing in high-quality carbon offset projects holds great significance and contributes to the global efforts aimed at reducing carbon emissions. However, the corporate communication of airlines, crucial in influencing public perception and comprehension regarding voluntary carbon offsetting, has faced criticism for its lack of transparency and accuracy. This research therefore investigates the communication practices of voluntary carbon offsetting in the aviation industry, focusing on accessibility, clarity and transparency, and operational aspects. The study employs a multi-faceted approach, including a literature review on greenwashing, a case study of five Asian-based airlines, and the development of a coding scheme for content analysis. By examining the airlines’ official websites and sustainability reports, we seek to identify patterns and variations in their communication strategies on voluntary carbon offsetting. Preliminary results from the literature review and ongoing case study analysis showcase the importance of accessibility, transparency, and clarity in voluntary carbon offsetting communication. As the research progresses, further content analysis will unveil the potential instances of misleading tactics and highlights of best practices, fostering a more informed and transparent approach to voluntary carbon offsetting communication in the aviation industry.