Environmental
There is increased concern among airline passengers for environmentally
friendly services. This preference is likely to grow in the future due to national
carbon reduction targets and increasing energy prices (Heracleous, and Wirtz, 2014).
Some airlines have already begun to tackle the ‘green issue’; integrating it into their
corporate social responsibility (CSR) policies and marketing plans, but Singapore
Airlines has thus far been slow to respond to this demand from consumers.