In this project we want to focus on sustainable consumer decision-making. As a context we are interested in aviation industry. In aviation, by far most of the sustainability burden comes from the fuel used by the airplane. There are many options nowadays for different bio-based fuels and even electric aviation is being developed rapidly. Yet the change will take time and the main concern is that consumers are not willing to pay extra for the sustainable options. At the same time the airlines are doing very little to offer real, valuable options for customers when buying airline tickets. Most of the initiatives are based on carbon compensation or small details in the in-flight service. In this project we want to focus on designing new types of offerings for the sustainably-minded younger generations who want or need to fly for their work or vacation. What would be the sustainable airline ticket type for younger generation customers in the future? How should we visualize the sustainability information for the customer when they are buying the tickets? What kind of promises we should make and what kind of data could be useful for the customer? How might we verify the claims and build transparency for the customers? This project is for you, if you are interested in business models, sustainability, consumer behaviour, new technologies or aviation industry!