항공사의 지속가능경영은 브랜드 신뢰를 형성할 수 있을까?: 지각된 가치의 매개효과를 중심으로

This study investigates the impact of consumer awareness of airline sustainability management on brand trust, with a specific focus on the mediating role of perceived value. Sustainability management is conceptualized through its dimensions: economic, social, and environmental responsibility activities. Structural model analysis reveals that social and environmental responsibility activities significantly enhance perceived value, while economic responsibility activities do not. Economic and social responsibility activities directly strengthen brand trust, whereas environmental responsibility activities influence it indirectly through perceived value. Perceived value significantly mediates the relationship between sustainability management awareness and brand trust, emphasizing its importance in shaping consumer perceptions. These findings highlight the critical role of social responsibility initiatives, such as ethical practices, charitable contributions, and community engagement, in building consumer trust. Environmental responsibility activities, including reducing carbon emissions and promoting sustainability efforts, must be perceived as authentic and impactful to effectively enhance trust. Conversely, economic responsibility activities, while essential for business operations, may struggle to foster trust if consumers perceive them as profit-driven rather than focused on broader societal benefits. This study advances theoretical understanding by clarifying the distinct roles of sustainability management dimensions and their interaction with perceived value in shaping brand trust. It also offers practical insights for airlines to transparently and strategically communicate their sustainability efforts. By aligning these efforts with consumer expectations, airlines can foster long-term trust and enhance their competitive advantage in a market increasingly driven by sustainability concerns.