항공사의 ESG 활동에 대한 소비자 인식과 구매의도에 관한 연구: 신뢰의 매개효과를 중심으로

A Study on Consumer Awareness and Purchase Intention of Airlines’ ESG Activities:Focusing on the Mediating Effect of Trust Jihye Choi** Abstract: This study confirms the importance of ESG activities in the aviation industry through the structural relationship between consumer awareness of airlines’ ESG activities, trust, and purchase intention, and consumer awareness of ESG through differences by type of national airline. We wanted to find out the perception. The survey was conducted from Jan. 4 to Jan. 8, 2024, and a total of 200 valid data were collected and a structural equation model was analyzed. We confirmed the relationship between consumer awareness of an airline’s ESG activities and trust and purchase intention, and whether trust has a mediating effect between ESG activities and purchase intention. Although consumers’ awareness of an airline’s ESG activities indicates that they can trust the company, it was confirmed that other alternatives are required for the intention to purchase the airline, and the results show that consumers trust the ESG activities of large airlines more than low-cost airlines. Derived. Therefore, it is hoped that through research on various factors, the aviation industry will pursue sustainable growth and come up with measures to increase awareness. Key Words: FSC, LCC, ESG, Trust, Purchase Intentions □ 접수일: 2024년 1월 12일, 수정일: 2024년 2월 13일, 게재확정일: 2024년 2월 20일＊ 이 논문은 광주여자대학교 학술지원비로 연구되었음. ** 광주여자대학교 항공서비스학과 조교수(Professor, Kwangju Women’s Univ., Email: choijh@kwu.ac.kr)