Research carried out at Loughborough University that found most people would rather try to cut energy use in their homes than give up air travel.
In fact, less than one in five people are prepared to fly less to reduce their carbon footprint and that people are flying further and more frequently than ever.
Funded by the EPSRC, the 'Propensity to Fly' project was conducted over two and half years using a sample of over 1000 people. The aim of the research was to look at the choices people make when considering air travel and to assess the impact of these choices on an individual's likelihood or propensity to fly.
The research also found that increasing the cost of flying by a small margin is not enough to deter people from flying. It would take a 50% increase in the cost of a ticket to discourage most people. However, a greater number of people than ever before do believe that there should be some increase in air fares to compensate for the impact of aviation on the environment.
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