In recent years there has been increasing interest in the environmental impacts of aviation, and some airlines have begun to address this issue more seriously. At the same time, competition in the aviation industry has become much tougher. This study focuses on the question of whether showing proactive environmental behavior could work as a differentiation strategy for airlines that are acting more responsibly, and thus help them to improve their competitiveness. This paper presents the results of a questionnaire conducted among 148 air travelers on their opinions and attitudes towards environmental aspects of flying, such as a modern and fuel-efficient fleet, direct flights, and carbon offset. The results showed that indeed there are air passengers who consider the environment when booking a flight, although they were not in the majority. The study also found that the participants saw additional value in a modern fleet, direct flights, and carbon offset, however, not all of them showed a willingness to pay a premium for those aspects.