The purpose of this research is to explore the impact of airline environmental campaigns, and activist’s anti-flying campaigns, on consumers emotions, perceived brand trust and moral disengagement with their flight emissions. Message campaigns from both airlines and grassroots climate activist organisations have emerged in recent years, with airlines attempting to portray progress towards climate goals while activists seek to draw attention to the sector’s unaddressed emissions growth. While existing research focuses primarily on airline communications, research is yet to explore the impact of these binary approaches on consumer understanding of their carbon footprint. Building on this gap, this study explores the impact of airline and activist climate messages on consumers by measuring respondents’ emotions, engagement with, and perceived credibility of, the messages. Through exploring consumer perceptions of these two approaches to climate communications, this study contributes to knowledge on the impact of airline and anti-flying messaging on the attitude-behaviour gap.