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The Impact of Regulatory Frameworks on Sustainable Marketing Practices in the Aviation Industry
Abstract
The aviation industry is under increasing regulatory scrutiny due to its environmental impact, necessitating a shift toward sustainable practices. Recent legislation, including fuel economy standards and carbon pricing, aims to mitigate these effects. In response, airlines are modifying their marketing strategies to enhance corporate image and attract environmentally conscious consumers through eco-branding and digital engagement. Collaborative initiatives with industry groups and NGOs strengthen sustainability messaging and build consumer trust. Transparency in sustainability reporting is vital for accountability, yet airlines must navigate regulatory challenges and ensure authenticity to avoid perceptions of “greenwashing.” Ultimately, effective sustainable marketing strategies will enable airlines to align with consumer values and contribute to broader environmental movements, while collaboration among stakeholders will be critical in shaping a sustainable future for aviation.
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