확장된 목표지향적 행동이론을 적용한 항공사 ESG 경영이 윤리적 소비성향와 구매의도에 미치는 영향

Purpose –This study tries to understand the influence of Airline ESG Management on Ethical Consumerism and Purchase Intention, Applying the EMGB(Expanded Model of Goal-directed Behavior). Design, data, and methodology –This study method was to conduct a online survey research. The survey was conducted between Jun 11 and Jun 25, 2024, and 274 valid questionnaires were analyzed using SPSS 23.0 the hypothesis was tested through regression analysis. Result –The EMGB Theory consists of attitudes, subjective norms, positive anticipated emotions, negative anticipated emotions, perceived behavioral control, desire, Purchase Intentionaccording to the literature review. First, All detailed variables of EMGB had a significant effect on Desires. Second, perceived behavioral control had a significant positive effect on Purchase Intention. Third, Desires had a significant positive effect on Purchase Intention. Fourth, Desires had a significant positive effect on Ethical Consumerism. Fifth, Ethical Consumerism had a significant positive effect on Purchase Intention. Conclusions –The findings has significant implications for Airline ESG Management, Ethical Consumerism, Purchase Intention and academic researchers. Also, Through the ESG management activities of airlines, it is possible to predict the Purchase intentions of consumers with ethical Consumerism.