Strategic Paradoxes of Sustainable Aviation

OpenAlex · ng

Sustainability is no longer a technical add-on in aviation, but a turning point that is reshaping how the industry defines strategy, performance, and responsibility. As airlines and airports pursue decarbonization, they face ongoing tensions between financial viability, operational safety, and environmental commitments. These tensions do not disappear with better technology or stricter regulation; instead, they create new challenges that must be continuously managed. This chapter approaches sustainability as a managerial paradox rather than a problem with a single solution. Drawing on recent studies in aviation, governance, digital transformation, and organizational behavior, it shows how managers interpret and respond to conflicting demands. A conceptual framework, the Sustainable Paradox Navigation Model, is introduced to explain how sensemaking, strategic ambidexterity, governance systems, and organizational culture shape sustainable transformation in aviation.