Sustainable Airport Solutions
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Sustainable Airport Solutions Green Marketing at GSA Airports Green Marketing at GSA Airports Leonie Tiben Graduation Thesis Green Marketing at GSA Airports Leonie Tiben Graduation Thesis Province of Drenthe Mentor Ben van Os NHL University of Applied Sciences European Studies Tutor and first reader P.G. Scholtz Second reader M.I Volkers Groningen, June 5, 2012. 1 Preface In the last year of my study European Studies I have conducted research into the marketing and communication of sustainability within the European Green Sustainable Airports Project (GSA). I was glad to be offered the opportunity to visit several international airports. From the very beginning it was clear that this project would be a challenge. Green marketing is a rather new discipline and it was not always easy to gather information. I had to develop investigation skills and to write a well-structured report. Particularly suggesting improvements with regard to sustainability was as challenging as it was rewarding. Apart from experiences in the world of marketing, communication and airports, these experiences also contributed to my personal development. I am happy to give recognition to all those who have assisted me. I am particularly grateful to Ben van Os, my mentor at the province of Drenthe and GSA’s project manager. He introduced me to this project. At all times his advice was most valuable. The province of Drenthe and Groningen Airport Eelde (GAE) provided me with an office. I would like to thank Geertje Scholten (GAE) and Monique Clarisse (GAE) for their helpful advices and ideas. Furthermore I would like to show my gratitude to P.G. Scholtz, my tutor at the NHL University of Applied Sciences, for his support and patience. Many thanks also to Monique Volkers who guided me through the exciting world of marketing and communication. Last but not least I would like to thank Hans Brinks for his help, especially with regard to structuring my thoughts. Leonie Tiben Groningen, June 5, 2012. 2 Preface Table of Contents 1. EXECUTIVE SUMMARY ......................................................................................... 5 In the last year of my study European Studies I have conducted research into the marketing and communication of sustainability within the European Green Sustainable 1. Main questions .................................................................................................. 5 Airports Project (GSA). 2. Research Questions .......................................................................................... 5 I was glad to be offered the opportunity to visit several international airports. From the 2. INTRODUCTION ..................................................................................................... 7 very beginning it was clear that this project would be a challenge. Green marketing is a 1. Objective ........................................................................................................... 7 rather new discipline and it was not always easy to gather information. I had to develop investigation skills and to write a well-structured report. Particularly suggesting 2. Main questions .................................................................................................. 7 improvements with regard to sustainability was as challenging as it was rewarding. Apart 3. Research Questions .......................................................................................... 7 from experiences in the world of marketing, communication and airports, these 4. Justification of research methods ...................................................................... 8 experiences also contributed to my personal development. 5. Reading guide ................................................................................................... 8 I am happy to give recognition to all those who have assisted me. I am particularly 3. GREEN SUSTAINABLE AIRPORTS (GSA) ........................................................... 9 grateful to Ben van Os, my mentor at the province of Drenthe and GSA’s project manager. He introduced me to this project. At all times his advice was most valuable. 4. GREEN MARKETING ........................................................................................... 11 1. Marketing ........................................................................................................ 11 The province of Drenthe and Groningen Airport Eelde (GAE) provided me with an office. I would like to thank Geertje Scholten (GAE) and Monique Clarisse (GAE) for their 2. Green marketing. History and definitions ......................................................... 11 helpful advices and ideas. 3. Timeline .......................................................................................................... 12 4. Consumer behaviour to sustainability .............................................................. 13 Furthermore I would like to show my gratitude to P.G. Scholtz, my tutor at the NHL University of Applied Sciences, for his support and patience. Many thanks also to 5. Definitions ....................................................................................................... 13 Monique Volkers who guided me through the exciting world of marketing and 6. Working definition of green marketing ............................................................. 14 communication. 7. Aviation and green marketing .......................................................................... 14 Last but not least I would like to thank Hans Brinks for his help, especially with regard to 8. Conclusion ...................................................................................................... 14 structuring my thoughts. 5. STRENGHTS, WEAKNESSES, OPPORTUNITIES AND THREATS (SWOT) ...... 15 Leonie Tiben 1. Conclusion ...................................................................................................... 23 2. Attitude of staff marketing department ............................................................. 23 Groningen, June 5, 2012. 3. Neighbours...................................................................................................... 23 4. Protesters ....................................................................................................... 24 5. Social Media ................................................................................................... 24 6. Influence of politicians ..................................................................................... 24 6. SOCIAL MEDIA AND GREEN MARKETING IN THE AIRPORT INDUSTRY ....... 25 1. The use of Social Media in the airport industry ................................................ 25 2. Social Media, airports and green marketing .................................................... 26 3. Conclusion ...................................................................................................... 26 7. GREEN WASHING IN AVIATION – A DANGEROUS TRAP. ............................... 27 1. The origin of a concept .................................................................................... 27 2. Green washing in aviation ............................................................................... 28 3. Example 2: Airbus ........................................................................................... 29 4. Example 3: KLM .............................................................................................. 29 2 3 5. Conclusions .................................................................................................... 30 8. GRONINGEN AIRPORT EELDE. A CASE STUDY IN GREEN MARKETING. ..... 31 1. Groningen Airport Eelde. ................................................................................. 31 2. Sustainability policy GAE ................................................................................ 32 3. The communication of green marketing .......................................................... 33 4. VOLE .............................................................................................................. 34 5. IVN .................................................................................................................. 35 6. Natuur- en Milieufederatie Drenthe ................................................................. 35 7. GAE and Social Media .................................................................................... 36 8. Seven steps to improve GAE’s green marketing ............................................. 36 9. Conclusion ...................................................................................................... 37 9. FINAL CONCLUSIONS ......................................................................................... 38 10. BIBLIOGRAPHY ................................................................................................ 41 4 5. Conclusions .................................................................................................... 30 1. Executive Summary 8. GRONINGEN AIRPORT EELDE. A CASE STUDY IN GREEN MARKETING. ..... 31 1. Groningen Airport Eelde. ................................................................................. 31 This research was done among airport partners who are all organised in the European Green Sustainable Airports (GSA) project. GSA encompasses small and medium sized 2. Sustainability policy GAE ................................................................................ 32 airports from Belgium, the Netherlands,