Societal concerns associated with aviation industry’s carbon-intensive nature and impending peak oil has become more pronounced over the last decade. With a potential to address both of these issues, the use of biofuels in aviation stands as the most promising pathway towards achieving sustainable air transport system. Significant progress continues to be made in overcoming technological and economic challenges of using 2nd generation biofuels in air transport industry. However, a truly sustainable and effective market deployment of aviation biofuels requires an extensive collaboration between feedstock providers, biofuel producers, governments, airlines, and the public. Thus, we deploy a multi-level perspective (MLP) framework to analyze these interactions on a micro- (niches), meso- (regime), and macro- (landscape) level. In particular, the framework captures the significance of international nature of air transport industry and the inter-industry dependencies of biofuel supply-chain. The results of this study highlight the barriers, drivers, and strategies for advancing social acceptance and establishment of sustainable aviation biofuel market.

This paper investigates how promotions of knowledge and social embeddness shape consumers’ participation in sustainable consumption. An extended model of goal-directed behaviour is tested under airline consumers who have participated in voluntary carbon offset (VCO) program. Results show consumer’s knowledge positively influences their subjective norm but not their attitude towards participation of VCO. Increasing consumers’ sense of social embeddedness is also found to be crucial in forming subjective norm and their attitude. Finally, positive anticipated emotion influences consumers’ desire to participate in VCO, while negative anticipated emotion did not. The findings of this research reveal how interactive promotions influence individual’s internal processes for sustainable consumption, as well as highlight the need for different emotional elicitation strategies for different sustainability programs.