Airlines might differentiate themselves, and consumers might select airlines, based on a number of ethical issues. For example, consumers might express their displeasure for a country by boycotting its national airline. This article confines itself to the issue of climate change. Potential air travellers might respond to the issue of climate change by travelling less and/or by using other modes of transport such as rail travel. This article further confines itself to the steps being taken by some airlines to offer services that are more `climate friendly' and the response of consumers to those services.