Mind the gap: a case study of Turkish Airlines on aligning sustainability initiatives with consumer expectations

Purpose- This study investigates the alignment between airline sustainability strategies and passenger perceptions, focusing on the case of Turkish Airlines. It aims to identify the gaps between corporate sustainability messaging, operational realities, and consumer awareness and expectations in the context of an emerging market. Methodology- A mixed-methods approach was employed, combining an academic literature review with a qualitative field study and a case study analysis. The field research involved structured interviews with 70 passengers at Ankara Esenboğa Airport to gauge awareness of concepts like Sustainable Aviation Fuel (SAF) and carbon offsetting. The case study critically evaluates Turkish Airlines' sustainability reports and strategic initiatives. Findings- The findings reveal a significant "information gap," with 43% of passengers unaware of key green aviation concepts. While a majority of travelers (71%) express a willingness to pay more for sustainable flights, this support is conditional upon transparency and trust. Passengers exhibit skepticism towards indirect measures like carbon offsetting, preferring tangible actions such as fleet modernization. The analysis of Turkish Airlines indicates that while the airline has a strong, credible strategy in fleet modernization, its initiatives in SAF and carbon offsetting lack scale and are not effectively communicated, creating a "credibility gap". Conclusion- This paper contributes to the sustainable aviation literature by empirically demonstrating the disconnect between airline strategy and consumer perception in the Turkish context. It highlights that gaining a competitive advantage requires airlines to move beyond symbolic gestures and bridge the credibility gap through transparent communication and measurable, tangible actions.