Public attitudes to biofuel use in aviation: Evidence from an emerging tourist market.

Abstract

Aviation generates substantial carbon footprint which is projected to increase due to the continuous growth in international tourism, especially in the emerging markets. This carbon footprint should be mitigated to bring the tourism industry towards its sustainability goals. Within a portfolio of prospective carbon mitigation measures, biofuels represent a technological innovation which holds substantial potential to reduce the carbon significance of aviation. The success of technological innovations often depends on public opinion. The role of public opinion is particularly relevant in the aviation context, where safety considerations of technological innovations may determine consumer choice. Focusing on Poland, an emerging tourist market in Europe, this study explored public opinion on biofuel use in aviation. It found that public understanding of the perspectives of aviation biofuel technology, including its safety, is limited and needs to be reinforced. Public distrust in the national institutions of power and the industry sector representatives in Poland calls for educational and public awareness-raising campaigns to be delivered by the ‘third sector’ organisations.