Aviation is one of the fastest-growing sources of greenhouse gas emissions driving global climate change.

In the UK, 10% of the population is responsible for around half of all the flights. A small amount of people are flying a lot while a large proportion don’t fly at all.

We looked at ways to reduce the number of short-haul flights made from the UK to European destinations, that could otherwise be made by train.

We talked to people with high levels of environmental consciousness who nevertheless remained frequent flyers.

The research was a mixture of ethnographic research and co-creation that focussed on the different triggers to the behaviour and the barriers to more environmentally responsible action.

“My own knowledge and skills have been significantly enhanced. I have learned a great deal about how to work with consumers, engage them in debates, idea generation and how to work creatively. It has been a very positive experience.”

Dr Stewart Barr, University of Exeter