항공사 ESG 경영이 고객 진정성, 재이용 의도에 미치는 영향

Corporate ESG management measures non-financial performance but contributes to financial value by positively impacting investment attraction, customer evaluation, and revenue generation. Authenticity is critical to the success of advanced ESG management, as it builds long-term trust and influences company performance. This study analyzes the impact of airline ESG activities on customer repurchase intention, focusing on the mediating role of authenticity to explore its influence on customer behavior. The research used multiple regression and mediation analysis based on survey data collected from June 1 to September 24, 2024, targeting customers who had used domestic or international airlines within the past year. Results showed that social responsibility activities positively impacted customer repurchase intentions, while environmental activities only had a positive effect when mediated by authenticity. The theoretical implication of the study confirms that authenticity is a key factor in advanced ESG management, influencing customer behavior and expanding ESG research. Practically, social responsibility activities can be integrated into airline marketing strategies to enhance customer loyalty. The study also highlights the importance of avoiding greenwashing, as customers responded positively to environmental activities when they perceived them as genuine, emphasizing the need for authenticity and transparency in ESG efforts to build trust.