Corporate Social Responsibility in British Airways: Addressing Carbon Footprint

Running head: CORPORATE SOCIAL RESPONSIBILITY
British Airways utilize the principle of CSR in terms of its Carbon Footprint
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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.