Published
2026-04-24
Conference Proceedings Volume
Section
Climate change, sustainability, and impact on ecosystems (food, health, waste, transport, tourism, and culture)
License
Copyright (c) 2026 Irina Kacian, Marko Baković
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
The air passenger as a driver of change – How user research guides sustainable measures
Irina Kacian
Veleučilište Velika Gorica
Marko Baković
Keywords: customer requirements, responsibility, sustainable business, fact-based decision-making
Abstract
The paper focuses on the air passenger not as a passive recipient of a service, but as an active participant and driver of sustainable transformation in air transport. By investigating passenger expectations and behavior, the paper highlights the connection between user experience and environmental responsibility and social values. The paper presents research methods ranging from surveys and NPS to focus groups and digital analysis of user behavior. The research results have contributed to insights into user demands. As a result, practical sustainability measures have been implemented, such as reducing single-use plastics, optimizing terminal space, or improving environmental communication. By presenting the research results and their application in practical measures, the paper proves that sustainability is not just a technical challenge, but a process that begins with monitoring and listening to users and making decisions based on real user needs and experiences. Such decisions result in more effective and lasting changes in line with sustainable business.
