|dc.description.abstract||This thesis investigates Corporate Social Responsibility (CSR) in the aviation industry. The aim of the
research is to analyse the extent to which these airlines are communicating their commitment to
sustainability issues. The central question is essentially whether they are committed to the triple
bottom line or to Milton Friedman's view that businesses need only follow the law? It is hard to
measure commitment, but the first step in measuring commitment is to look at what these airlines
are communicating to their stakeholders.
This study uses a combination of content analysis and semi structured interview. The airlines in this
study are Australian Virgin Blue and Qantas, British Silverjet, Asian AirAsia, and Scandinavian SAS.
The elements of analysis are the annuaI reports, web pages, the Code of Conduct documents, an
interview, and e-mail correspondence between the author and the airlines. This research uses the
findings on these airlines to answer the central question and compares the findings to previous
literature in the field of CSR.
In conclusion this research shows that SAS and Qantas are communicating their commitment to
sustainability issues to a greater extent in comparison to the other airlines in this study. SAS is in
addition the only airline that follows through with its promises and is in addition showing its
commitment through its open communication.||en_US