Environmental corporate social responsibility and the strategy to boost the airline’s image and customer loyalty intentions

ABSTRACT

This study aimed to uncover the role of an airline’s environmental corporate social responsibility in conjunction with building loyalty intentions of its customers while considering the mediating impact of its brand image, love and respect, as well as the moderating effect of environmental concerns. Our results from the structural analysis showed the salient role of environmental corporate social responsibility in determining loyalty intentions, and it was also a significant contributor to improving brand image, love, and respect that acted as significant mediators. Moreover, the results demonstrated a significant moderating effect of environmental concern on the brand respect and loyalty relationship.

KEYWORDS:

• Environmental corporate social responsibility
• airline
• overall brand image
• affective factors
• loyalty intentions

Highlights

• We examined an airline’s environmental corporate social responsibility.

• Customers’ perception of an airline’s eco-friendly efforts increased its image.

• Environmental corporate social responsibility generated customer loyalty.

• Brand love and respect were significant mediators.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Dong-A University research fund. [NA];