Corporate Sustainability Managers' Dilemma: Preferences and Willingness to Pay for Sustainable Aviation Fuel in the Business Travel Market
Type
conference contribution
Date Issued
2024
Author(s)
Abstract
The intersection of corporate financial responsibility and environmental sustainability represents a significant
challenge in contemporary business, particularly within the aviation industry. Sustainable Aviation
Fuels (SAF) have emerged as a promising solution to reduce the carbon footprint of air travel, aligning
business travel with environmental sustainability principles. However, the high production costs of
SAF create a financial paradox, complicating corporate procurement strategies and potentially conflicting
with sustainability goals.
This paper examines the corporate adoption of sustainable aviation fuels (SAF), in collaboration with a
European international network airline. It evaluates various SAF sales opportunities for corporate customers.
The study engages with sustainability officers to understand the motivations behind SAF procurement,
corporate preferences for SAF offerings, and the financial thresholds of willingness to pay for
SAF-enhanced business travel.
The objective of this research is to optimize the commercialization of SAF in the business travel market.
To this end, the study examines various aspects, including corporate sustainability measures for business
travel, organizational travel arrangements, knowledge levels concerning SAF, reasons for not purchasing
SAF, preferred SAF offers, and willingness to pay. Despite positive attitudes towards SAF, the study
highlights significant gaps in awareness and integration into corporate travel policies. Cost concerns
remain a major barrier to the wider adoption of SAF. The findings underscore the necessity for enhanced
education and strategic integration of SAF to facilitate a transition from niche to mainstream solutions
for corporate travel sustainability.
challenge in contemporary business, particularly within the aviation industry. Sustainable Aviation
Fuels (SAF) have emerged as a promising solution to reduce the carbon footprint of air travel, aligning
business travel with environmental sustainability principles. However, the high production costs of
SAF create a financial paradox, complicating corporate procurement strategies and potentially conflicting
with sustainability goals.
This paper examines the corporate adoption of sustainable aviation fuels (SAF), in collaboration with a
European international network airline. It evaluates various SAF sales opportunities for corporate customers.
The study engages with sustainability officers to understand the motivations behind SAF procurement,
corporate preferences for SAF offerings, and the financial thresholds of willingness to pay for
SAF-enhanced business travel.
The objective of this research is to optimize the commercialization of SAF in the business travel market.
To this end, the study examines various aspects, including corporate sustainability measures for business
travel, organizational travel arrangements, knowledge levels concerning SAF, reasons for not purchasing
SAF, preferred SAF offers, and willingness to pay. Despite positive attitudes towards SAF, the study
highlights significant gaps in awareness and integration into corporate travel policies. Cost concerns
remain a major barrier to the wider adoption of SAF. The findings underscore the necessity for enhanced
education and strategic integration of SAF to facilitate a transition from niche to mainstream solutions
for corporate travel sustainability.
Language
English (United States)
Keywords
Sustainability
Sustainable Aviation Fuel
Business Travel
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
ATRS Conference
Event Location
Lisbon
Event Date
1.-4.7.2024
Subject(s)
Division(s)
Contact Email Address
andreas.wittmer@unisg.ch
File(s)![Thumbnail Image]()
open.access
Name
ATRS paper Abstract.pdf
Size
107.08 KB
Format
Adobe PDF
Checksum (MD5)
34ba1eedfc47925b6889a186b20eb210