Abstract:
Green guilt in consumption or consider consumption as harmful to the environment
became an increasingly acceptable concept among customers of developed world. Even
within developing countries, green consumption dialogue is spread to considerable
extent. But whether it reaches the acceptability of general consumer in developing part of
the world is still a question. Researchers attempt to understand Asian consumers sensitive
to environment in their consumption practice of air travel. Airline marketers all over the
world understand customer’s green guilt and use it heavily in their promotions and
communications. Carbon calculation and mitigation of the carbon emission by voluntary
financial contribution of customers is a popular choice given by almost all the major
airlines of developing as well as developed countries. Researchers attempt to explore the
major discourses of green consumption among airline customers through such voluntary
offsetting mechanism. Customer in-depth interviews are the data collection method using
by researchers. Sample of ten airline passengers taken by using judgmental sampling
technique were interview by researchers. Interview transcriptions analyzed using
discourse analysis method in order to identify the main discourse/s of green consumption
among developing country airline passengers. This research is significant by its
pioneering effort of identifying the green consumption facets among developing country
consumers and exploring the green consumerism discourse in relatively unexplored
context of developing part of the world. Findings of this research is also helpful to
identify how green guilt exists on different customer groups and identify how global
phenomenon like green consumerism affected to different markets. This paper is not only
having theoretical understanding of green consumption in different scenarios, it will be
practically viewed on identify global solutions for environment sensitive areas.
