“…The studies from a marketing perspective have focused on surveying customers’ willingness to pay for airlines’ green practices (Hagmann, Semeijn, & Vellenga, ; Horio, Kumar, Levin, & Sung, ; Mayer, Ryley, & Gillingwater, ); the use of eco‐labels (Baumeister & Onkila, ); and the willingness to purchase green aviation products (Hinnen, Hille, & Wittmer, ). The studies from the operational perspective focus on reporting the impact of particular operational practices on green indicators (Smith, ; Teoh & Khoo, ; Will et al., ; Yan, Cui, & Gil, ), but concern about report green strategy (Lee, Tsai, Yang, & Lin, ; Lin, ; Teoh & Khoo, ) or best practices (Abdullah, Chew, & Hamid, ) is rarely shown. Moreover, most studies have reported the practices in the context of a single country (Chapman, ; Harvey, Williams, & Probert, ; Horio et al., ; Liu, Zhou, Zhou, & Wang, ; Lynes & Dredge, ) or a single region (Yan et al., ).…”