, 2007). If they have incentives, that can affect how they feel and whether they will go green. If there are few incentives, most airlines will decide not to go green because there will not be a large enough benefit to offset the costs they must address (Friends, 2007; National, 2007; Kim, et al., 2007). Companies, overall, decide to go green in the same way that they decide to do anything else - because it is cost effective for them and they feel as though it will be of benefit to them in the long run (Friends, 2007; National, 2007; Kim, et al., 2007).
Cost is a huge factor in whether a company decides to go green. There are also other factors, such as customer satisfaction concerns, pressure from governmental or regulatory agencies, and what the competition is doing (Friends, 2007; National, 2007; Kim, et al., 2007). Those are all valid considerations when companies are trying to decide whether to go green. The competition may be one of the most important considerations, as well, because an airline that does not keep up with its competition can see its sales numbers fall. For customers who feel that environmental health is very important, an airline that goes green and advertises all of the wonderful things they are doing for the environment may be the right choice, even if the cost of flying on that airline is slightly more than other airlines will charge (Friends, 2007; National, 2007; Kim, et al., 2007). By paying close attention to the competition's choices and comparing them with customer attitudes, it is possible for an airline to make its decision about whether to go green in a way about which it feels good.
Positive Motivations for Going Green
Governmental regulations may eventually force the airline companies to at least take some measures toward becoming more environmentally friendly (Intergovernmental, 2007; Intergovernmental, 1999). In addition to what airlines may be required to do, there are many choices that airlines can make now that can help them go green and feel good about their choices. One of the most positive motivations regarding going green for any airline is the way that customers feel about the environment. If people who fly - especially those who fly frequently - want to be involved with companies that care about the environment, then the airlines should give them what they want so that they will retain their business. The airlines can make a lot of money that way, simply by making some changes that signify their commitment to the environment (Intergovernmental, 2007; Intergovernmental, 1999). Of course, all of the positive motivation in the world has little to do with how much something costs, so airlines still have to relate their motivations to whether what they want to do is cost effective for them and will benefit them overall.
Surveying customers and talking to them about the environment can help airlines decide whether they want to consider going green. Knowing that being environmentally friendly will bring them in many more customers and promote loyalty to their airline is a great positive motivation for any airline (Intergovernmental, 2007; Intergovernmental, 1999). In addition, the company may be able to bring in better employees because it will find people who are conscientious about the environment and about their own working environment. These employees can be more dedicated to their employer than others, and they may also have good ideas about going green and about other aspects of the company. Because of the ability to attract great employees that are dedicated and committed to quality work, an airline can be highly motivated to go green and reap the benefits of being friendly to the planet.
Going Green and Profit Margins
An airline is not only interested in how much money it is bringing in, but also in the difference between what is coming in and the operating costs that are going out to pay employees and maintain planes and equipment (States, 2007; The U.S., 2006). In other words, the money that comes into an airline is far from being all profit - and the profit margin is very important to the airline. Any airline company that is considering going green needs to look carefully at the price that it will pay for that from a financial standpoint...
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