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To examine the role of new aeronautical technologies in improving commercial aviation’s environmental performance.

Reviews the environmental improvements that may be conferred through the adoption of alternative aviation fuels and new airframe, engine and navigation technologies.

Although aeronautical technologies have evolved considerably since the earliest days of powered flight, the aviation industry is now reaching a point of diminishing returns as growing global consumer demand for air transport outstrips incremental improvements in environmental efficiency. The chapter describes some of the technological interventions that are being pursued to improve aviation’s environmental performance and discusses the extent to which these innovations will help to deliver a more sustainable aviation industry.

In this chapter, we examine the interplay between external legitimacy judgments, internal identity beliefs, and conceptions of sustainability. Based on observation at industry events and interviews with key stakeholders, we examine how organizational actors interpret the concept of sustainability in civil aviation, an industry subject to intense legitimacy threat for its environmental impact. We find that the concept of sustainability is interpreted through a process of naturalization, by which conceptual ties to past practices are forged, and the concept becomes corrupted. We describe three mechanisms (relabeling, bundling, and zooming out) through which concept naturalization occurs, and we show how this process creates resonance between sustainability and an industry ethos, which captures the aspirations, ideals and values of the industry.