Author Bios (50 Words for each Author)

Hany Kim is an Associate Professor in the Department of Tourism and Convention at the Pusan National University, Republic of Korea. She received her Ph.D. in Tourism from the University of Florida. Her current research focuses on destination marketing and branding, tourist perception and cross-cultural issues in media and user-generated media.

Miyoung Sim is a Ph.D student in the Department of Tourism and Convention at Pusan National University. Her research interests are destination branding, sustainable tourism, airline service, and cross-cultural human resource management.

Abstract (150 Words)

Despite the inclusion of environmental, social, and governance (ESG) initiatives seeming ubiquitous in today’s corporate practices, there is still a lack of systematic research addressed on how the corporate's ESG activities affect consumers' overall perception. This study aims to determine whether perceived airline ESG practices affect consumers’ behavioral intention and if brand image, attachment, and attitude mediate this relationship. Initially the ESG measurement of consumer perception was developed for the airline industry, and then an online survey was conducted of 567 South Korean consumers. Data was analyzed by using the partial least squares structural equation modeling. Our research findings provide insights from consumers' perspectives by analyzing multi-dimensional E, S, and G initiatives perceptions that differentiate influences on brand image, attachment, attitude, and consumers’ behavioral intentions. This study emphasizes the importance of “governance” among ESG construct in increasing airline brand image, attachment, and consumer attitude that ultimately impact consumers’ behavioral intention.

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How can airlines’ ESG activities be evaluated by consumers? Development of consumer-driven ESG measurement to validation

Despite the inclusion of environmental, social, and governance (ESG) initiatives seeming ubiquitous in today’s corporate practices, there is still a lack of systematic research addressed on how the corporate's ESG activities affect consumers' overall perception. This study aims to determine whether perceived airline ESG practices affect consumers’ behavioral intention and if brand image, attachment, and attitude mediate this relationship. Initially the ESG measurement of consumer perception was developed for the airline industry, and then an online survey was conducted of 567 South Korean consumers. Data was analyzed by using the partial least squares structural equation modeling. Our research findings provide insights from consumers' perspectives by analyzing multi-dimensional E, S, and G initiatives perceptions that differentiate influences on brand image, attachment, attitude, and consumers’ behavioral intentions. This study emphasizes the importance of “governance” among ESG construct in increasing airline brand image, attachment, and consumer attitude that ultimately impact consumers’ behavioral intention.