2025

Käyrä, Minna; Rinkinen, Jenny; Baumeister, Stefan

The urgent need to reduce greenhouse gas emissions in the aviation sector has sparked discussions on relevant technological innovations, market-based measures and behavioural changes. However, these conversations often overlook the fundamental aspect of demand. Rather than treating flying as an isolated activity, this study examines how the demand for flying is deeply embedded in everyday life and interconnected with other social practices. Through an interview-based study involving individuals living in Finland, and by drawing on practice theory, we demonstrate how air travel functions as a connecting practice, forming bundles and complexes with other activities, such as work. Further, we identify temporal patterns that shape the organisation of social practices and their interdependencies, influencing the demand for flying. Our study makes two key contributions to the literature. First, we challenge the notion that flying is an isolated behaviour, emphasising instead its embeddedness in broader life activities. Second, by analysing the relationships between interconnected practices, we reveal key mechanisms that influence demand for flying. Our findings point to the importance of considering when and where practices take place. Recognising these interdependencies can offer critical intervention points – not just at the individual practice level but across the wider system of social practices, thus informing strategies for transformation in mobility.