Green Horizons Ahead: Navigating Carbon Neutrality in European Transportation by Sky and Sea

Research purpose. As carbon neutrality gains momentum, industries worldwide are navigating the challenges and opportunities posed by sustainability goals. This article delves into the strategies undertaken by airlines and maritime companies to achieve carbon neutrality by 2050 in the European Union (EU). The aim of the research is to explore how the aviation and maritime industries in Europe can effectively transition towards carbon neutrality by 2050, considering their similar technological challenges and opportunities. The objective of this research was to identify and compare currently utilized sustainability initiatives in aviation and maritime companies. The focus is on new insight from airline and maritime companies concentrating on their sustainability practices. Common hurdles, innovative solutions, and shared opportunities in the pursuit of environmental sustainability are explored. Design / Methodology / Approach. The selected research method was qualitative research, which was conducted with in-depth and semi-structured interviews and content analysis. Interviews were conducted with airline company and association representatives and maritime company, research, and education experts. The content analysis was based on sustainability reports and sustainability sections of annual reports. Key findings were synthesized into a theoretical framework and this research explores practical initiatives for a sustainable transformation process. Findings. The call to reduce carbon emissions has been initiated by the EU affecting the transportation sector, particularly aviation and maritime industries where the path to achieving carbon neutrality is constrained by significant technical limitations. Despite these challenges, both sectors share a unified objective according to EU climate targets. Both the aviation and maritime industries face challenges on the path to carbon neutrality. Airlines struggle with the limitations of current aviation technology, hindering the feasibility of large-scale technological advancements. Similarly, maritime companies confront regulatory complexities and infrastructure limitations in the adoption of alternative fuels and emission-reduction technologies since the commonly used tactics of reducing fuel consumption by optimizing speed, routes and scheduling are no longer adequate ways and the energy needs of the shipping industry cannot be met only with battery technology. Originality / Value / Practical implications. These challenges offer opportunities for innovation and collaboration. Investments in research and development are driving advancements in electric and hydrogen aircraft, while the maritime industry is also trying to find hydrogen-based solutions for greener development, but the technologies are not widely available. This leads towards combining bio-oils and technological innovations related to the fleet. Case study 1 sheds light on airline sustainability in Europe, revealing strategies and initiatives that European airlines are currently utilizing in their sustainable transformation journey. Case study 2 explores different means of achieving carbon neutrality in the maritime industry, in particular the potential of common reed (Phragmites australis) as a carbon offset tool for reaching net zero. Both industries are making significant strides towards carbon neutrality through a combination of technological innovation, operational efficiencies, and strategic partnerships. Towards green horizons as transport industries converge on the path to carbon neutrality.