Corporate Social Responsibility in British Airways: Addressing Carbon Footprint

This thesis paper analyzes the implementation of corporate social responsibility (CSR) in British Airways (BA) in terms of addressing carbon footprint and reducing carbon emissions. The research examines the CSR aspects of BA, focusing on its carbon offsetting programs and the principles of CSR. The study also discusses the increasing pressure on the airline industry to implement CSR due to environmental and social concerns. The aim is to provide insights into how BA utilizes CSR to address its carbon footprint and make high-quality carbon offsetting services to its passengers.

Running head: CORPORATE SOCIAL RESPONSIBILITY
British Airways utilize the principle of CSR in terms of its Carbon Footprint
‘
Name of the Student:
Name of the University:

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Abstract
The thesis paper is based on analyzing the corporate social responsibility (CSR) program
implementation in the airline industry, British Airways (BA). The research is being conducted
with assumption that the CSR theory is valid. The point of this paper is to examine the CSR
aspects to address carbon footprint and reduction of carbon emissions. The thesis work id
divided in two parts such as theory which is analyzed in the literature review section and
practical analysis of CSR in data analysis section. In the hypothesis part, the researcher will gain
a considerate of the CSR along with using carbon offsetting concepts in the research study. The
data analysis part is included quantitative data analysis and also deal with the practical
application of the CSR elements argued in the literature study. Moreover, British Airways raises
consciousness and makes high quality carbon offsetting service to its passengers by means of the
principles of CSR which are conversed in this thesis paper. As a result, it is concluded that
because of increase in environmental issues, the airline is facing an increase in pressure to
implement CSR aspects. Apart from this, environmental and social concerns are also increasing,
while this study is focused on carbon footprint.
Keywords: Corporate social responsibility, carbon footprint, carbon offsetting, airline industry.

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Table of Contents
1. Introduction..................................................................................................................................4
1.1 Background of the research study..........................................................................................4
1.1.1 Background of the organization......................................................................................4
1.2 Aim and objectives of the study............................................................................................5
1.3 Research questions.................................................................................................................5
1.4 Research hypothesis...............................................................................................................6
1.5 Problem statement.................................................................................................................6
1.6 Rationale of the study............................................................................................................6
1.7 Purpose of this study..............................................................................................................7
2. Literature Review........................................................................................................................8
2.1 Corporate social responsibility..............................................................................................8
2.2 CSR principles in the airline industry addresses carbon footprint........................................8
2.3 CSR aspects in the airline industry......................................................................................10
2.4 Summary..............................................................................................................................12
3. Research Methodology..............................................................................................................14
3.1 Introduction..........................................................................................................................14
3.2 Research design and approach.............................................................................................14
3.2.1 Research design............................................................................................................14
3.1.2 Research approach........................................................................................................15
3.3 Data collection and analysis................................................................................................15
3.3.1 Data collection methods...............................................................................................15
3.3.2 Data analysis method....................................................................................................16
3.4 Sample method....................................................................................................................17

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3.5 Ethical considerations..........................................................................................................17
3.6 Research limitations.............................................................................................................18
3.7 Research Timeline...............................................................................................................19
3.8 Summary..............................................................................................................................20
4. Data Analysis.............................................................................................................................21
4.1 Introduction..........................................................................................................................21
4.2 Quantitative analysis............................................................................................................21
4.3 Regression analysis..............................................................................................................31
4.4 Summary..............................................................................................................................34
5. Discussion..................................................................................................................................35
6. Conclusion and Recommendations............................................................................................38
6.1 Conclusion...........................................................................................................................38
6.2 Linking with the research objectives...................................................................................38
6.2 Recommendations................................................................................................................39
7. Critical Evaluation.....................................................................................................................41
References......................................................................................................................................43

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1. Introduction
1.1 Background of the research study
The airline industry is part of the service sector which acts a key role in tourism as well
as transportation industry. In the current decades, the airline industry is being working into the
competitive environment by means of corporate social responsibility (CSR). McLachlan, James
and Hampson (2018) stated that CSR is contributed towards long term value of the airline
industry. In addition to this, effect of CSR on the loyalty of customers and identification of the
areas required importance based on the involvement of the organizations plus their support.
According to Hahn (2018), the airline industry is established consideration from the public in
regards to the CSR challenges due to role of this industry in environmental, expansion along with
social impacts. This study is based on determining the critical strategies of CSR in the airline
industry regards to positive as well as negative causes.
The chosen airline industry for this research study is British Airways (BA) as it can
include CSR programs which are comprehensive as well as communicated in the market. This
airline industry is selected with proper representation of global market. This thesis work is being
carried out with point of sight that CSR as well as ecological issues are beneficial for the airlines
to be focused on CSR along with sustainability problems (Cuiand Li 2016). Throughout this
study, it is focused on passenger airlines as they are affected by the environmental and
sustainable issues.

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1.1.1 Background of the organization
British Airways Plc. is a British airline company which was formed in the year 1974. The
Headquarter of BA is in Waterside, Harmondsworth, United Kingdom.The fleet size of the
airline company is 276 with flying over 183 destinations. The parent company of BA is
International Airlines Group. The revenue of the airline company is approximately £11,443
million in the year 2016.
1.2 Aim and objectives of the study
The aim of this research study is to evaluate the extent to which British Airways (BA)
utilise the principle of Corporate Social Responsibility (CSR) in terms of its Carbon Footprint.
Following are the objectives of this particular research study such as:
 To review principals of CSR and document how the air transport industry, are addressing
their carbon footprint
 To determine issues of CSR documented in public domain
 To determine methodological approach for addressing how airlines have been addressing
their carbon footprint using CSR
 To determine extent to which they adopt the content to CSR to carbon footprint
 To provide recommendations that can be adopted by British airways and other airlines
1.3 Research questions
Following are the research questions which are adopted based on identified research
questions such as:
1. How responsible is British Airways both in raising awareness and making high quality
carbon offsetting service to its passengers using the principles of CSR?

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2. How much knowledge do BA passengers have about BA awareness to carbon offsetting?
1.4 Research hypothesis
The research hypothesis for this particular study is as stated below such as:
H0: British Airways is responsible for making carbon offsetting programmes to its
passengers using the principles of CSR by raising awareness
H1: BA passengers are not aware of BA carbon offsetting awareness and responsibility
1.5 Problem statement
CSR is about the way the companies are managing the business operations. In addition to
this, the main problem of this study related to CSR is how the company is making profits in the
competitive environment. The study is focused on reduction of carbon footprint by means of
CSR programs and practices.
1.6 Rationale of the study
This research topic is selected for this study because of increase in significance of the
CSR in the trade, especially in the airline industry. The CSR programs in the airline industry are
an attractive topic as it is highly competitive plus pollutive environment of the selected industry.
The competitive marketplace of airline industry is caused by means of cost understanding of the
customers and their wish to achieve good services at proper prices. There is a saturated
environment of supply market of the airline industry because of various operators. In order to
become a competitor in the marketplace, the company should be cost effective while providing
greatest customer services. Because of its higher operating cost, it provides a high influence on
British Airways.

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1.7 Purpose of this study
The purpose of this particular study is to offer a general idea of the CSR with respect to
the airline industry whether it is useful to be considered and uncover degree to which the chosen
airline industry are being implementing CSR programs. This study also provides overlook of
CSR in the airline industry. In the airline industry, the stakeholders are important and actions are
to be taken with regards to CSR issues and how it is being incorporated with the business
strategies. In order to take out the literature study, qualitative investigation method is used using
peer review journal articles related to CSR.

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2. Literature Review
2.1 Corporate social responsibility
Liand Cui (2017) stated that CSR is a theory that the business organization is considered
as social entity and it has tasks towards society at large with comparable to the governments as
well as individuals. Upadhaya et al. (2018) indicated that the concept of CSR is important for the
business organisation as it has moral and ethical obligations with normal roles to bring into
profits as well as fulfill with the laws. In the past decades, CSR is the key importance subject
based on three topic areas such as implementation, economical and social relations of the CSR.
According to Theodoulidis et al. (2017), CSR is divided in three aspects such as social concerns,
environmental considerations as well as economical mergers. Chang et al. (2015) discussed that
CSR is continued commitment by means of the business to put in towards economical growth
while improving excellence of life. Lee, Kimand Ham (2018) stated that CSR examines how the
business can integrate interests of stakeholders with the social values to consolidate relationship
between the organization as well as culture.
2.2 CSR principles in the airline industry addresses carbon footprint
Although various studies are carried out in the airline industry, it is focused on the CSR
activities of the industry. Paskova and Zelenka (2018) presented a review of the tourism as well
as CSR which are compared with the scholastic research on the CSR in the airline sector. The
reasons behind this are included contributions of industry to the climatic changes and fact that
there are various characteristics of the airline such as: intense regulations, higher capital costs,
plus higher entry barriers. The study of this research is based on CSR in the airline industry
which is mainly focused on the cost assessment and CSR motivations.

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CSR principles are applicable in the airline industry, BA as it is promoted different types
of positive behaviors. There is a concern of climatic changes and problematic into the airline
industry due to emission of carbon as well as greenhouse gases emissions at higher altitude and
regulators are to set reduction of emissions which can target the airline industry. Lin, Yu and
Chang (2018) discussed that fuel is a greatest cost for British Airways and there is also reduction
of fuel consumed involved with reduction of the emission of carbon. Gholami et al. (2017)
argued that British Airways is eager to reduce emissions of greenhouse gases. Due to emerging
CSR practices in the airline industry, they become more environmental friendly.
According to Vollero et al. (2019), the worldwide flights are producing 781 million
tonnes of carbon dioxide in the year 2015. Aviation industry is accountable for around 12% of
emissions of carbon dioxide as of entire transport sources. The jet aircraft in the services are over
approximately 80% fuel efficient per seat km as compared to earlier jet aircraft of 1950s.
Ringhamand Miles (2018) analyzed that 80% of the aviation flights are being emitted emissions
of carbon dioxide by the flights over 1500 kms for which it is meant for the alternatives of the
transportation. The aim of CSR aspects is to highlight efforts for reduction of environmental
carbon footprint of the operations of BA. The industry is required to design environmental
friendly innovations for their aircrafts. Leslie (2016) argued that the airline industry is required
to deliver solutions which can enable the customers to improve management of the
environmental impacts on the business operations. Calero et al. (2019) discussed that reduction
of the carbon footprint help the airline industry to meet with its sustainability goals. BA targets
cut into the carbon emissions so that they can meet with its organizational objectives.
Environmental problems into the airline industry are encompassed of reduction of the pollution
as well as waste forms, with focused on the carbon footprint. Paskova and Zelenka (2018)

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discussed that the BA airline industry is faster growing industry. Due to low figures, steady
increase into the public concerns for the environmental as well as climatic changes, BA caused a
negative attention.
2.3 CSR aspects in the airline industry
British Airways plays a key role into the airline sector therefore it encouraged the
industry to live higher expectations focused on CSR practices. The industry is induced not only
ecological influences, but it is also provided with economical as well as societal effects. Li and
Cui (2017) pointed that the airline industry is apprehensive with the environmental problems as
compared to economical along with social implications. Theodoulidis et al. (2017) reviewed
association between airline and CSR, and stated that presentation of CSR will improve the firm’s
productivity along with business value of the firms. This literature study is discussed on aviation
related technological changes such as included design of new plan, emissions standards for the
plane’s engines as well as chosen of alternatives fuels. These are considered as major sources for
technological related reduction of carbon footprint in BA.
BA is produced emissions into the flight, maintenance along with airport operations and
wastage in on-board catering plus logistics operations. Vollero et al. (2019) stated that most of
the logistics processes are being influenced as well as controlled by the exterior suppliers and
partners, means in order to lessen wastage through its operations. The airline industry should
collaborate with the business partners in addition to suppliers. BA is agreed to work with other
airline industries for cutting the emissions to 50% by the year 2050. The company has improved
its efficiency based on emissions per flown passengers. There is a decrease in emissions per
passenger leads to increase in number of airline customers. Ringham and Miles (2018) argued

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that it raised concerns about the airline industry to become more environmental responsible plus
reached the targets.
British Airways is using carbon offsetting to reduce the emissions of carbon di-oxide. In
option to this carbon offsetting scheme, it is useful to contribute to the environmental projects. It
raises awareness among the customers plus improves over the corporate images. The
environmental projects of British Airways are supported throughout carbon offsetting schemes
so that it can provide benefit to reduce the environment pollution and also help in improving the
economics. This particular scheme is involved to produce green coal from the agricultural
wastages and there is distribution of biogas. The customers should also require awareness of
CSR issues and discover new focused areas in the airline industry. Into the flight magazines as
well as movies, the airline should include information related to CSR issues for raising customer
awareness. At British Airways, it is hard to manage the business and reduce the environmental
impact caused due to carbon footprint. In order to tackle the climatic changes in BA, there is an
investment into sustainable fuel solutions, flying efficient to reduce consumption of fuel, support
the global regulations, modern the fleet and reduce wastage (McLachlan, Jamesand Hampson
2018). Following are the CSR strategies which are taken into actions to reduce carbon footprint:
Tackle the climatic changes: Climate changes are the environmental challenge which is
faced by the airline industry, BA and therefore they have find solutions for addressing carbon
emissions. BA is partner with Velocys for designing sequence of waste plants which can
exchange the household wastages into renewable jet fuel to power the fleet. Therefore, the
household wastes and landfill will convert in clear burning sustainable fuels (Paskova and
Zelenka 2018). Since the year 2014, more than 360,000 tonnes of carbon emissions are reduced
by optimization of flight routes and reducing weight of the aircraft.

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Reduce environmental impact:BA should reduce the environmental factors which
caused emissions of carbon dioxide in the industry.The organization should comply with the
environmental legislations, prevention of pollutions and minimization of the environmental
impacts. There is protection over the natural environments for improving the environmental
management system and its performance. The air quality is also reduced as it is an issue into the
airline industry (Ringham and Miles 2018). BA is focused on improvement of the local air
quality by applying innovative procedures for landing and taking off the flights. It would help to
reduce engine thrust to limit emission of harmful gases from the aircraft. BA has achieved its
target to recycle and reuse 50% of their wastage by 2020 and in current year, it has increased to
55%. Therefore, the organization has achieved its target to send less than 1% of waste to landfill
for reduction of CSR issues.
Aircraft investment and customer carbon fund: Airbus A380 as well as Boeing 787
Dreamliner is being designed to reduce emissions of carbon dioxide per customers. A380 is
considered as largest passenger aircraft with reduction of 16% less emissions per seat as
compared to aircrafts it replaced. Boeing 787 consisted 20% fuel efficient than replacement of
aircraft. Between this year as well as year 2022, BA will set up new 72 and fuel efficient airlines
included Airbus A350, Boeing 787-10, in addition to Airbus A320neo which brings the
environmental benefits. The customer should help to lessen impact of the climatic changes by
donation to Carbon Fund at the time of booking tickets with the company. The Carbon Fun will
provide funding for the communities renewable energy projects within UK and worldwide.
2.4 Summary
It is summarized that the business strategy of CSR is required in the airline industry for
reduction of carbon footprint. Reduction of the environmental issues in BA is required to do

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better business regards to the revenues which can lead to effective plus structured operations to
make sure about long term business successes.The business is profitable into the future due to
CSR incorporation in the business strategies. By making improvement into the emissions
standards of airline engine, increase in customer loyalty and alternative options of fuel, there is
reduction of the issues into the environmental and climatic changes.It is done to respond to the
customer’s requirements, drive of revenue growth of the company and increase into the
customer’s loyalty. Therefore, BA is maintained along with strengthen it’s identify in the market
for meeting its sustainability goals.

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3. Research Methodology
3.1 Introduction
This section addresses the research methods which are used to gather data and techniques
to conduct an investigation on CSR aspects in the airline industry. The selected research methods
should address the research aim and questions in addition to review data from the literature
study. In this study, various research methods are used to ensure that the reader can understand
selected topic. In this methodology part, research related theories in addition to concepts are
being adopted which help the reader and reader to understand the topic properly and efficiently.
The researcher is applied detailed research processes for better investigation of CSR aspects in
the airline industry.
3.2Researchdesign and approach
3.2.1 Research design
Kumar (2019) stated that research design helps to develop CSR framework needed to
collect plus analyze the collected data related to CSR aspects in airline industry. Silverman
(2016) argued that the research design helps to reveal patterns and data sources needed to
complete this study. This research study is adopted quantitative research strategy with the
longitudinal in addition to comparative research design. It is done by the research aims to
provide account for development of CSR aspects in the airline industry addressing carbon
footprint.This research design provides description of the research events which are occurred
while accounted for the timeline of this research study in addition to impact of selected research
topic.

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3.1.2 Research approach
This study is followed standardization processes and followed deductive approach for
analyzing the selected research topic. This study is based on aiming to test the theories as it is
quantitative in nature. Deductive approach captures interesting aspects of the CSR in the airline
industry (Taylor, Bogdanand DeVault 2015). The researcher had considered sustainability/CSR
report of British Airways which are available on the websites of the company available from
2015 to 2018. For this particular study, the sustainability report of last year i.e. 2018 was taken
into consideration for gathering data related to CSR aspects in British Airways. In this study,
objectives of CSR and sustainability are being taken into considerations for conducting this
particular research study. In this study, deductive approach is chosen as it is required to test the
research hypothesis plus explanation of the selected title.
3.3 Data collection and analysis
In order to conduct study based on selected research topic, data is accounted as
significant information for this particular research study. The collected data provides insight to
the selected title in comprehensive way. According to Alvessonand Sköldberg (2017), detailed
information are relevant to the research study as it delivers accuracy of the data analysis to
maintain standard for this study.
3.3.1 Data collection methods
In order to conduct this study, identification of correct data analysis is taken into account
with interpretation of the collected data. Data sources provide accurate as well as sensitive
information which are relevant to this study. Based on the data collection methods, there are
mostly two types of data methods such as primary plus secondary data.

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In this particular study, primary data collection is use to accumulate data from entire
research study related to aspects of CSR in the airline industry. In order to collect data related to
this study, the airline industry, British Airways is being selected. The raw data by means of
primary data collection method provides detailed insight of the information. There is proper
validation of collected data sources based on validity plus reliability. The primary data collection
method helps to identify aspects of CSR for reducing carbon footprint. Data are being collected
throughout survey using online questionnaires method. The questions set are being prepared
based on selected topic on CSR.
3.3.2 Data analysis method
In the research study, the researcher is focused on analyzing collected data using
quantitative as well as qualitative data at the research findings. The researcher is opted to
perform quantitative data from the employees of British Airway’s by means of survey
questionnaire data collection method (Fletcher 2017). Quantitative data analysis method is
utilized to triangulate primary research for adding of evidences to the literature review.
Quantitative data are being performedthroughout the questionnaire in form of graphs as well as
pie-charts. The results of data analysis technique are evaluated with engagement of the
stakeholder for providing feedback on the CSR aspects in the airline industry. Regression
analysis is performed to test identified research hypothesis mentioned in the first section.
The regression model of the hypothesis can be stated as follows:
Dependent variable of hypothesis = A + B* independent variable of hypothesis
Where, A= Intercept of the Model

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And B= Coefficient of “relationship between carbon offsetting awareness and responsibility of
the passengers”
3.4Sample method
The underlying sample method was chosen focused on random sampling method with no
such specific criteria to fulfill the research study. The primary focus was to include the airline
industry from most significant aviation market such as United Kingdom. By selecting to analyze
development of the CSR reporting, a particular sample size was considered to study CSR
aspects. The survey was performed by reflecting impression based on 1 = Strongly Disagree, 2=
Disagree, 3=Neutral, 4=Agree and 5=Strongly Agree. The selected sample population was 70
employees, while most of the employees of BA were not interested to provide their feedback.
Therefore, in this case the sample size was reduced to 50. In order to conduct quantitative
research techniques, there were 50 employees from British Airways those were considered as
well as interacted to collect data related to CSR aspects. Therefore, the total sample size selected
for this research study was 50.
3.5 Ethical considerations
The participants those are involved in the research study and provided feedback in the
survey questions have provided options to reveal along with right to answer and not answer the
questions. Participation in the research study is based on options plus thoughts of the
participants. The study is based on collecting organizational data and CSR related aspects from
sustainability and CSR reports of British Airways. Therefore, it is strict to put the data in
confidential place and it is not published in the public. The researcher has not provided any
pressure on the respondents to take part in research survey. All the data are kept secured so that
without prior approval of access, unauthorized person are not able to access it.

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3.6 Research limitations
One of the research concerns with regards to the research methodology of this study is
located in fact that the chosen sample lacks other airline industries. The researcher is convinced
with validity of chosen sample population. Based on the study, it is said that the sample is
included significant and increased representiveness of the provided sample.
Based on developed framework to analyze the sustainability and CSR reports, the
argument raised that it becomes too general as well as in some reports; it is not covered aspects
of CSR as well as sustainability reporting. Due to comprehensibility of detailed research
frameworks and provided timeframe, the researcher would have to reduce the total sample size
from 70 to 50. With the developed framework as well as selected sample size, the researchers
were convinced to capture general development plus trends in CSR as well as sustainability
reporting.
In order to conduct this research study, definite time is being allocated. Because of time
limitation, the researcher is conducted cross sectional research study which limited the researcher
to perform detailed analysis plus evaluate various hidden details of the research topic. In addition
to this, due to time limitation, the researcher has conducted the survey in only one airline
industry. This study is also conducted with lack of project budget which leads to restriction of
scope and nature of study. The researcher has limited time in addition to budget to perform the
study; therefore it restricts the researcher to perform SPSS analysis. In this regards, validity and
reliability of the collected data is also limited. It is not ensured that the collected data are valid in
addition to reliable.

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3.7 Research Timeline
Research Activities Week 1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Select a research topic ·
Develop research layout ·
Literature study on CSR
aspects
· · ·
Form a plan based on
research study
· ·
Perform primary data
collection
· ·
Analysis the collected data · ·
Develop findings from
collected data
·
Conclusion on research
study
·
Form a rough research draft · ·
Submit the final report · ·

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3.8 Summary
It is summarized that the researcher is required to identify the methods and techniques so
that they can collect data for analyzing the topic. The researcher is aligned with nature of this
particular research study and framed the study based on selected techniques. In this study, the
sample population is selected from employees of British Airways as they are aware of the CSR
aspects they are followed in the company. In order to address the CSR issues and strategies, the
employees can efficiently provide valid responses.In this study, quantitative data technique is
used to analyze collected raw data in statistical form. In order to analyze the data, reliability
analysis is to be performed for checking validity as well as reliability of those data. It is used to
show the research outcome in form of numerical form which is interpreted to display the results
in graphical form.

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4. Data Analysis
4.1 Introduction
In this chapter, the researcher is required to perform data analysis based on the aspects of
CSR of British Airways which will address the environmental impact related to carbon footprint.
By means of the quantitative data analysis technique, data analysis helps to improve the quality
of collected data to make investigation of the selected research topic. The researcher is required
to get quantitative data from the workers of British Airways through utilize of the survey
method. The data analysis chapter triangulates the primary research to append evidences to the
literature study. The data analysis is involved complexities plus limitations such that there is data
manipulation and lack of genuineness of collected data. The process of crosscheck is being
experimental via data analysis into the research work. Based on collected data into this particular
chapter, the researcher will attempt to add information related to research topic and will analyze
the results to check legality of the data collection processes.
4.2 Quantitative analysis
In this section, the employees of British Airways are selected those are measured to
perform quantitative analysis such that the researcher can able to analyze the impact of the
environment within the organizational performance of British Airways. There are total of 50
employees are selected for performing the survey and collecting their feedback based on the
questionnaires on selected research topic.

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1. Gender
Figure 4.1: Gender
From the above chart, it is analyzed that most of the respondents such as 58% of the
respondents are male and 42% of them are female those are interested in the survey.
2. Age group
Figure 4.2: Age group

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From the above chart, it is analyzed that38% of the respondents are between age group of
30-34 years. It is found that 30% are between 35-39 years, 22% are between 25-29 years and
10% are above 40 years.
3. Experience in the company
Figure 4.3: Experience in the company
From the above chart, it is analyzed that 42% of the respondents have experience of 2
years. It is found that 28% of them have experience of 3 years, 18% have 1 year and 12% of
them have more than 3 years of experience. Therefore, most of the respondents have experience
to use the CSR aspects in their business operations.
4. Does your company publish corporate social sustainability report?

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Figure 4.4: Publish of corporate social responsibility report
From the above chart, it is analyzed that78% of the respondents said that their company
publishes the corporate social sustainability report. It is found that 22% of the respondents are
not agreed that the company has published a proper CSR report based on the environmental
issues such as carbon footprint. It is an integral part of the company culture of the airline
industry. British Airways seek opportunities to improve environment as well as contribute to
well being of communities.
5. Does your company have code of conduct in place?

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Figure 4.5: Code of conduct
From the above chart, it is analyzed that 80% of the respondents agreed that their
company has proper code of conduct in place and 20% are not agreed on it. It is set of rules
which outline the social norms, rules as well as responsibilities. As per most of the respondents,
British Airways should implement rules, values, ethical principles as well as vision of their
business organization.
6. What types of CSR issues are raised for your sector?
Figure 4.6: CSR issues raised in the airline sector
From the above chart, it is analyzed that46% of the respondents agreed that
environmental impact is a CSR issue which is raised in the airline sector. It is found that 24% of
the respondents stated that social issues is a problem, 22% of them goes for the economic
development and 8% of them for resource depletion.
7. How would you rate importance of CSR in sustainability of your company?

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Figure 4.7: Rate importance of CSR in sustainability
From the above chart, it is analyzed that 38% of the respondents rated importance of CSR
in sustainability as 3-important. It is found that 34% of them have rated 2-some importance, 16%
of them 4-necessary and 12% of them rated 1-very little importance. CSR is the strategic
business which can improve sustainability of the airline industry. The airline industry is being
working into the competitive environment; with implementation of CSR aspects into the business
environment. The reason behind the airline industry’s contribution is climatic changes and
environmental pollution such as carbon footprint.
8. How far do you agree that develop of environmental friendly product is a measure to
reduce carbon footprint impact in your industry?

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Figure 4.8: Develop of environmental friendly product
From the above chart, it is analyzed that36% of the respondents neither agree nor
disagree that development of environmental friendly product is a measure to reduce carbon
footprint impact in the industry. It is found that24% of them are agreed with it. The carbon
footprint can contribute to the climatic changes which provide consequences for the humans as
well as environment. The environment friendly products can become a measure for reduction of
environmental issues into the airline industry. Airlines are in a way to reduce the fuel
consumption as well as explore to the alternative fuels like biofuel. The airline industry
implements fuel efficiency measures for managing the reduction of carbon footprint. There are
various eco-friendly products which are used by the airline industry are lightweight trolleys,
cleaning procedures for the engines and installed winglets. There are also fuel efficient aircrafts
into the airline industry.
9. How far do you agree that organize a training session enhance understanding of
corporate social responsibility at your site?

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Figure 4.9: Organize a training session
From the above chart, it is analyzed that36% of the respondents agreed that organizing a
training session enhance understanding of corporate social responsibility at the industry site. The
airline industry should provide training to the employees regarding integration of social as well
as environmental concerns in the business operations plus interactions with the project
stakeholders. CSR is implemented into the airline industry, British Airways so that it can achieve
balance of the economic. In order to reduce the carbon emissions, the organization should
develop carbon offsetting schemes so that it enables the customers to use cash as well as flyers to
donate the environmental projects like the forecast planting and others. The airlines can also
reduce other harmful substances along with carbon di-oxide by means of offsetting, therefore the
employees should provide training session regrading this scheme. They should be provided a
theory as well as practical working related to CSR aspects. It will improve communities in the
world along with create awareness among the employees to reduce the environmental impact
such as carbon footprint in the selected organization.
10. How far do you agree that website is the best way to communicate CSR efforts of your
company locally?

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Figure 4.10: Website is the best way to communicate CSR efforts
From the above chart, it is analyzed that 40% of the respondents agreed that website is a
best way to communicate CSR efforts of Airline Company locally.The company’s website is an
effective tool to communicatethe CSR efforts. This website provides a better understanding of
how the organization is considering the CSR aspect for reduction of environmental as well as
social consequences of the business activities. It can provide an understanding of the
organization’s mission statement which is required to communicate with the business partners
and other project stakeholders.
11. How far do you agree that change in design of the plane and technology usage can make
changes in the environmental impact?

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Figure 4.11: Change in design of the plane and technology usage
From the above chart, it is analyzed that42% of the respondents agreed that there is
change in design of the plane and technology usage can make changes in the environmental
impact. It is seen thatthere is rapid increase into the air travel demands, consumption of fuel as
well as associated emissions which rise to the global dialog to address potential impacts of the
aviation on the climatic changes. There should be design improvements which can reduce the
weight of aircraft and improve the aircraft as it will tend to reduce carbon footprint as less fuel is
being consumed. Better dispersion model can lead to understand impact of the emissions of
aircraft and will better guide towards the technology development.
12. How far do you agree that designing series of waste plants for converting the household
wastages into renewable jet fuel is an innovative way to overcome carbon footprint
challenge?

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Figure 4.12: Overcome carbon footprint challenge
From the above chart, it is analyzed that48% of the respondents agreed that designing
series of waste plants for converting the household wastages into renewable jet fuel is an
innovative way to overcome with carbon footprint. The British Airways entered a partnership
with other company to design waste plants. The plant will take hundreds and thousands of tonnes
of the household wastage per year, destined for the landfill included plastic food containers and
others to convert it in clean burning as well as sustainable fuels.
4.3 Regression analysis
In order highlight the relationship between the dependent and independent factors
associated with each hypothesis are as follows:
Hypothesis 1:British Airways is responsible for making carbon offsetting programmes to
its passengers using the principles of CSR by raising awareness.
The regression model of the hypothesis can be stated as follows:
Dependent variable of hypothesis = A + B* independent variable of hypothesis

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Where, A= Intercept of the Model
And B= Coefficient of “carbon offsetting programmes awareness and responsibilityof the
passengers”.
The details of the regression analysis conducted on the above mentioned model has here
being presented in the table below:
The null and alternative hypothesis associated with hypothesis 1 are as follows:
Null hypothesis(H0):BA passengers are not aware of BA carbon offsetting awareness and
responsibility
Alternative hypothesis(H1):British Airways is responsible for making carbon offsetting
programmes to its passengers using the principles of CSR by raising awareness.
SUMMARY
OUTPUT
Regression
Statistics
Multiple R
0.77998
1
R Square 0.60837
Adjusted R
Square
0.53195
4
Standard Error 0.67839
Observations 50
Table 4.1: Summary output table
ANOVA
df SS MS F Significanc
e F
Regressio 8 29.3112 3.66390 7.96132 2.11E-06

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n 5 7 2
Residual 41 18.8687
5
0.46021
3
Total 49 48.18
Table 4.2: ANOVA table
Coefficien
ts
Standar
d Error
t Stat P-value
Intercept 2.085866 0.69238
6
3.01257
6
0.00442
5
X
Variable
1
-0.52005 0.30230
4
-1.7203 0.09291
9
X
Variable
2
0.179878 0.27882
4
0.64513
1
0.52243
6
X
Variable
3
-0.31736 0.10891
8
-
2.91377
0.00575
9
X
Variable
4
-0.00615 0.12560
8
-
0.04896
0.96118
9
X
Variable
5
0.403014 0.10508
2
3.83521
9
0.00042
5
X
Variable
6
0.095988 0.11576 0.82919
5
0.41179
6
X
Variable
7
0.156303 0.10788
1
1.44883
8
0.15498
8
X
Variable
8
0.157751 0.11210
2
1.40721
5
0.1669
Table 4.3: Coefficient table
An analysis of the findings of the regression method indicates that the value of the
Significant F, for this particular hypothesis, is2.11E-06.In thiscase the value of the Significant F,
as obtained through regression analysis, is found to be less than 0.05, the null hypothesis has to

35CORPORATE SOCIAL RESPONSIBILITY
be rejected essentially. Now, the value of the Significant F factor for this hypothesis is much less
than 0.05: hence the null hypothesize sated in the section above has to be rejected. Thus, it can
be said that it has been proved that the statement “British Airways is responsible for making
carbon offsetting programmes to its passengers using the principles of CSR by raising
awareness”, holds true.
4.4 Summary
It is summarized from this chapter is that the research work highlighted relationship
between carbon offsetting programmes awareness and responsibilityof the passengers. The entire
research discussion is based on the aspects of the CSR by help of the potential employees with
reference to the British Airways, the airline industry. Based on the observation of this primary
research, the impact of the environmental factors is providing negative impact on the airline
industry’s business operations. The research study of this particular chapter is described
responses of the employees so that CSR aspects and its positive impact into the airline industry
are analyzed properly. The data collection method can highlight CSR aspects related to carbon
footprint while making the CSR aspects of the British Airways which help to reduce carbon
footprint and environmental issues in the selected airline industry.

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5. Discussion
At the British Airways, the organization manages the business so that they can reduce the
environmental impact as well as celebrate diversity in the airline industry. The industry operated
their aircraft with sensitivity to overcome with noise as well as quality of air and then engage the
community on the issues identified. In order to overcome with the climatic changes, there is an
investment over the sustainable fuel solutions and flying to reduce the consumption of fuel. It
can also support the global regulations plus modernizes the fleet and also reduces waste plus
increase in recycling. The company ensures that they can run safe as well as comfortable
operations of the customers and offer extra help those are required. The company also invested in
Community Programme so that they can help 600,000 people from the year 2010 in UK as well
as in other countries. The company provides required support as well as fund to raise charities
throughout humanitarian crisis. The company is committed to operate in environmental friendly
world so that it helps the industry to achieve a sustainable growth and also contribute to
sustainability in leading airline groups.
The climatic changes are a key significant environmental challenge to face in the airline
industry. It is one of the solutions for addressing the carbon emissions. The company is partnered
with renewable fuel company for designing the series of the waste plats so that they can convert
household wastages into renewable jet fuel for power up the fleet. There is continuing to use of
the innovation for building on successes. There is development of new in-flight software for
ensuring that in the future, there is required to be more sustainable plus efficiency way to reduce
the environmental impacts in the airline industry. There should be also required to replace
printed charts on flight deck by using the technology. In order to reduce the emissions of the

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airline operators, there would be an investment into the carbon emissions. The airlines are
promised to undertake various actions for reduction of carbon emissions. The way to improve the
environmental impact is known as the carbon offsetting. Therefore, the biggest challenge into the
airline industry is aware the customers about the environmental impacts. It is not clear for the
airline industry whether carbon offsetting is compulsory or not. The main problem related to the
carbon offsetting is non carbon emissions like contrails as well as nitrogen which provide direct
impact on the environment. Therefore, it is not included into the carbon offsetting calculations.
The passengers are not offset the carbon emissions. Into the UK market and mainly into
the airline industry such as British Airways, carbon offsetting is used as a protection against the
new governmental restrictions. Therefore, the initial purpose of the environmental responsibility
is not obvious any longer. Into the airline industry, the customers and also employees should be
aware of the carbon offsetting so that it helps to reduce emissions of carbon in the organization.
In order to reduce the emissions for the customers, British Airways has introduced the carbon
offsetting as well as launched the environmental projects.
From the findings of the data analysis, it is discussed that British Airways had started
their travel towards the sustainable business in the year 1984 and they are more concerned about
the environmental concerns. One of the best approach to be sustainable is offering ways the
customers offset the carbon emissions. BA is first airline industry that had introduced passenger
offset scheme and they are operating offset scheme to reduce emissions of carbon in the
environment. According to the company, head to the environment as well as protected
environment flying is always a paradox. In the upcoming years, British Airways main goal is to
reduce entire environmental impacts and let the customers awareness of the carbon offsetting
through movies and information in the flights. Reduction of the carbon output throughout the

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sustainable technologies is considered as inevitable in future so that it can ensure that there
should be an environmental friendly environments. The company is working on new
technologies, invest in various technologies, development of operating processes and procedures
for reduction of noises. They would also offer additional recycling facilities on ground as well as
board. The main mission of this company is to develop strategy so that they can achieve the
research objectives. The main approach of this company is to be focused on environment and
community.

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6. Conclusion and Recommendations
6.1 Conclusion
It is concluded that the research study revealed the airline has discovered a research of
sustainability as well as CSR throughout last decades. The company reports on sustainability and
CSR of BA to provide information related to environmental issues which are caused carbon
footprint. It is observed that the airline industry has proper preference for sustainability rather
than environmental reports. It is required to balancehighly negative environmental performance
of airline industry, tried to shift attentions towards BA’s positive economical plus social factors.
With regards to development of sustainability measures, it is seen that the airline industry has
made reported measures longitudinal measuresto process the study. In this study, no observations
are to be made regards to development of timeliness of the annual as well as individual
sustainability report of the selected company.The underlying research is mainly focused on the
airline industry. The samples of population are being selected to gain the CSR trends in the entire
British Airways airline operations. By focusing on the relevant regions of the airline industry, it
is required to take large sample for balancing sample of the carriers. With selected sample size,
quantitative content analysis, research design and longitudinal research study, the researcher is
required to limit amount included in the thesis to greater extent, especially focused on the CSR
aspects and sustainability reporting.
6.2 Linking with the research objectives
The entire study is linked with the research objectives which are as follows:

40CORPORATE SOCIAL RESPONSIBILITY
Objective 1: To review principals of CSR and document how the air transport industry, are
addressing their carbon footprint
It is concluded that sustainability development is a key objective of the airline industry
for reduction of carbon footprint. The airline industry deals with negative impacts like air
pollution, emission of carbon dioxide and others. CSR is a strategic business activity which is
used in airline industry to enhance sustainability of the selected industry. BA is operating into the
competitive environment;therefore CSR is a source of competitive advantages. The economic as
well as social concerns are addressed in order to enhance competiveness. The airline industry is
implemented aviation related technological changes such as included design of new plan,
emissions standards for the plane’s engines as well as chosen of alternatives fuels to overcome
with carbon footprint issues.
Objective 2:To determine issues of CSR documented in public domain
It is concluded that the airline industry is concerned in the environmental issues as
compared to economic as well as social implications. The CSR issues which are identified from
this study are noise and air pollution, emission of carbon in addition to labor practices.
Objective 3:To determine methodological approach for addressing how airlines have
been addressing their carbon footprint using CSR
It is concluded that deductive approach is used as a method to address how the airline can
address the CSR aspects addressing the carbon footprint. It is concerned to develop hypothesis
based on the existing theories. The organization is developed international standards for
overcoming with the CSR related issues in the airline industry.

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6.2 Recommendations
Following are the recommendations which are suggested to the management team of
British Airways to make improvement in the current CSR policies such as:
Adoption of technology standards: British Airways should design their new planes based
on new technological advantages which are supposed to implement for overcoming with CSR
issues. The industry should adopt aircraft emissions standard which would help BA to limit
emissions of carbon footprint. The airline should require meeting with
environmental certification standards approved by the Council of ICAO. This certification
standard should keep up to date so that it can respond to concerns with impact of the aviation on
the communities.
Use of sustainable alternative jet fuels:BA should use of alternative fuels to minimize
carbon footprint in the environment. This alternative is produced from non-petroleum sources of
the hydrocarbons using broad range of the biomedical along with thermo chemical conversion
processes. In order to get success over long term, this alternative fuel is required to sustainable
both in terms of ability to reduce net life cycle emission of carbon relative to conventional jet
fuel. Low carbon alternative fuel should introduce in realistic time period. Therefore, BA should
require using this type of sustainable fuel for reduction of air pollution and carbon footprint.
Design of new plane: The emission of airplane is a big problem for the climate and it
was rising day-by-day. Therefore, most of the airline industries should be in a way to design new
plane which will lessen environmental pollutions as well as require less amount of fuel. There
should be significant change in position of engine. This new design plane should overcome with

42CORPORATE SOCIAL RESPONSIBILITY
economic obstacles while it is ensured that the engineers are robust sufficient to hold of new
configurations.

43CORPORATE SOCIAL RESPONSIBILITY
7. Critical Evaluation
This paper is focused on identification of CSR strategies of British Airways airlines;
however the low cost carriers are not measured in this paper. For the further research study, CSR
strategies of rise in low cost carriers should require to examine. The results those are gathered
from this study should require comparing with results of the stakeholder engagement presented
into CSR reports of the airline industry to increase wide arguments of the issues related to
environment. The researcher has considered CSR as the vital part of the business strategies. In
order to focus on the CSR aspects, it provides the airlines with operational efficiency and also
image benefits. People are conscious on the social as well as environmental effects of the
consuming habits, and therefore it is to be projected that innovative along with accountable
airline industries can carry on to perform well in the prospect by using advanced technologies for
reduction of carbon emissions. It is such an action which provides effect on the purchasing
behavior of the customers. This study is mainly based on the awareness of the customers and
employees on carbon offsetting schemes.
In the future, the researcher will conduct CSR study on various industries so that they can
understand benefits of CSR in different industries and compare them to identify in which
industry CSR practices should be better used for reduction of carbon dioxide. The businesses are
going to last as well as profitable in future so that they can incorporate CSR into the business
strategies. Therefore, it is believed that implementation of CSR strategies into the airline industry
should be done by means of new concepts carbon offsetting. It is suggested that climatic changes
along with responsible behavior will be decisive factors based on the success of the business in
future. Most of the airline industries are aimed to reduce the emissions on improving the fuel

44CORPORATE SOCIAL RESPONSIBILITY
efficiency, which is the considered as the biggest source of emissions as per this research study.
In order to reduce fuel consumption, there should be improvement into the route planning,
navigation plus engine washing. Air traffic controlling is a method to enable the future reduction
of the carbon emissions.

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