Evaluating air passengers’ preferences in sustainability reports: An AHP-based framework approach

This study aims to develop an evaluation framework to assess air passengers’ preferences for the contents of sustainability reports. Using analytic hierarchical process (AHP), the assessment criteria were derived from a synergy of generic attributes in the global institutional guides as well as previous relevant research and reports. The findings impact strategic planning for corporations and sectors. A preliminary “prototype” which can serve as a frame of reference to understand air passengers’ preference that allow airlines to align their sustainability reports with passenger expectations, improving CSR and ESG initiatives. This approach can also improve customer satisfaction and loyalty by refining airlines’ sustainability practices, thereby contributing to broader environmental and social objectives.