The potential of air travel for the transport transition – a communication strategy for environmentally friendly flying in passenger transport

The project aims to identify potential for reducing the demand for air travel (holiday, leisure and business travel) and to address this potential through a target group-oriented communication and dissemination strategy. To this end, various air travel groups will be identified and comprehensively described with the help of secondary data from current research and empirical data from a quantitative survey as well as qualitative focus group interviews. The scientifically sound, detailed description of the flight travel groups as personas, including their values, attitudes and motives, forms the basis for a successful, tailored approach to the target group. The communication products and formats in the project are developed with the aim of both informing about the environmental and climate impacts of aviation and addressing flight group-specific needs and promoting the acceptance of measures that contribute to a reduction in air traffic. In addition, one part of the project aims to provide the German Environment Agency with expert advice on individual issues related to the environmental and climate impacts and the corresponding policy instruments.