The company’s environmental marketing fortifies to identify new sustainable opportunities, address the environmental impacts (like carbon emission) and thereby transform into a key innovator by producing novel product ideas. The Times have repeatedly critiqued the sustainable marketing method of Virgin Atlantic as “greenwash” as it imparted little environmental benefit. The company had been criticized to have abandoned the starting grids.
Richard Branson, founder of Virgin Group, have himself confessed to the fact that the starting grid has faced implementation challenges and so the company has been abandoned the same (Nair et al., 2016). A study conducted by Arjomandi and Seufert (2014) had revealed that out of 48 airlines, 10 airlines of Virgin Atlantic have proved to be the worst performing airlines. This proves that there is a negative relationship between environmental efficiency and the sustainable marketing method (Arjomandi and Seufert, 2014). In terms of biofuels, Virgin Atlantic had been criticized on the grounds that biofuels are major distractions to the airline industry and their environmental benefit has been seriously doubted.
This has been further established as Virgin Atlantic as a part of sustainable marketing did not support calls for carbon emissions that were essentially important for the Climate Change Bill. Virgin Atlantic is required to carefully plan and frame their green marketing communication in order to undermine the claims of greenwash. Virgin should have purchased the carbon fiber reinforced polymer airliner such as Boeing 787 in order to reduce CO2 emission by 14-15% by the year 2050 (Johnston, 2013).