航空業自願碳抵換之企業溝通

Abstract

航空業對全球暖化造成不少影響，在減少碳足跡方面也長期未見成效。為應對大眾對氣候行動的呼聲，航空公司遂採用市場主導的策略，為顧客提供自願碳抵換計劃，其溝通卻一直備受批評，尤其缺乏清晰和透明度。本研究旨在改善航空業在自願碳抵換計劃上的溝通，協助旅客在資訊充足的情況下，作出有關購買抵換額度的決定；並以內容和文本分析方法，剖析32家來自亞洲、北美、歐洲的航空公司如何就自願碳抵換計劃作出溝通。研究主要針對航空公司網站，包括永續報告書內有關自願碳抵換計劃的內容，以本次建立的分析框架，揭露航空公司在可及性、透明度、彈性上的相異之處，並識別誤導溝通手法。不少航空公司都有獨立的自願碳抵換計劃網頁，但只有少數在機票購買程序中加入購買抵換額度的選項，整體網站導航也不足；有關碳抵換、航空氣候影響、碳抵換專案品質的資訊並不完整，仍然缺乏透明度；亦只有少數航空公司提供讓顧客選擇碳抵換專案的彈性。研究結果顯示航空公司在溝通上用詞含糊、使用術語等，可能會誤導顧客有關自願碳抵換計劃對抵抗氣候變遷的效益；同時也發現地區差異，部分歐洲及北美的航空公司已將永續燃料與自願碳抵換的購買選項合併，甚至取代自願碳抵換計劃，而亞洲的航空公司則未見有此情況。航空公司對於碳抵換、自願碳抵換計劃及航空氣候影響的溝通內容亦存在差異，反映缺乏清晰及透明度。為確保航空公司有關自願碳抵換計劃的溝通準確、透明、可及，制定一致的法規及指引可有助旅客作出知情決定，並減少航空業的漂綠情況。

The aviation industry significantly contributes to global warming and faces challenges in reducing its carbon footprint. In response to calls for climate action, airlines have offered voluntary carbon offsetting (VCO) programmes as a market-based approach. However, communication about these programmes has been criticised especially in terms of clarity and transparency. This study aims to improve VCO communication in the aviation industry, helping travellers make informed offset purchases. Using content and text analysis, this study examined VCO communication practices of 32 airlines from Asia, North America, and Europe on their websites, including sustainability reports. The findings highlighted regional differences, with European and North American airlines integrated sustainable aviation fuel options alongside or instead of VCO programmes, a trend not observed in Asian airlines. Using a coding scheme developed in this study, communication patterns and variations were revealed, focusing on accessibility, transparency, and flexibility. Many airlines maintained dedicated VCO programme webpages, but integration with the booking process and overall website navigation was limited, indicating the need for enhanced accessibility. Transparency issues persisted, with incomplete information about carbon offsetting, aviation’s climate impact, and the quality of offset projects. Only a few airlines offered the flexibility for customers to choose from a range of offset projects. Misleading tactics, such as paltering and jargons, were also identified, potentially misleading travellers about the effectiveness of VCO programmes in combating climate change. Content variations in statements introducing carbon offsetting, VCO programmes, and aviation’s climate impact further reflected a lack of clarity and transparency. The study underscores the need for standardised regulations and guidelines to ensure accurate, transparent, and accessible VCO communication, aiding travellers in making informed decisions and reducing greenwashing in the aviation industry.