Exploring Drivers and Barriers of Self-Assessment Systems for Fuel Efficiency in Aviation : A Case Study at a Scandinavian Airline

Sammanfattning: The pollution of the aviation industry is often identified as a main contributor toward climate change, justified by the immense amounts of greenhouse gasses emitted during a flight. Therefore, it is inevitable that the aviation industry acts toward decreasing emissions of flights for mitigation of the climate crisis. Altering the maneuvers by pilots can have an instant effect on emissions by optimizing fuel efficiency. This paper investigates the pilots’ perspectives on what opportunities and barriers there are to implement a self-assessment system for fuel efficiency in aviation. Furthermore, potential challenges that exist from an organizational point of view were studied. To answer the research questions, a case study approach was taken at a Scandinavian airline where thirteen pilots and other relevant stakeholders were interviewed, and literature review was established. The result was later analyzed using the Unified Technology Acceptance and Use model (UTAUT) and Diffusion of Innovation theory (DOI). The results show that pilots' generally have a positive attitude toward self-assessing fuel efficiency and find it interesting to see that their comprehension of what they do to be more fuel efficient concur with reality. Furthermore, they are positive toward any initiative that can increase their performance in safety or fuel use, since it was consistently stated that pilots are proud of their profession and want to improve if facts are presented. However, they want the interface to be concise with brief information with the possibility to go more in-depth if they feel the need to. As it is being launched, they want clear information regarding the software, it’s use and sufficient training in order to efficiently use it. The pilot barriers are that many senior pilots have been subjected to earlier implementations that have been bad in communication with insufficient information. In the discussion we propose that communication is key for a successful implementation along with a training session with the purpose of explaining the application and communicating possible benefits of using it.