항공사 ESG 경영이 기업-소비자 동일시, 신뢰, 관계지속의도에 미치는 영향

This study aims to provide theoretical and practical implications for securing airline sustainability in the highly competitive aviation industry and to suggest efficient ways to gain a competitive advantage by examining the impact of the sub-factors of airline ESG management on company-consumer identification, trust, and relationship continuance intention from a consumer perspective. The survey was conducted for three weeks from January 6 to January 26, 2025, for customers who have used domestic airlines for the past three years and a total of 272 valid responses were used for empirical analysis. To test the hypotheses of the study, the data were analyzed using the SPSS 25.0 statistical program, and the results are as follows. For Hypothesis 1, regarding the effect of airline ESG management on company-consumer identification, the factors of environment, social, and governance had a significant positive effect on company-consumer identification. For Hypothesis 2, regarding the effect of airline ESG management on trust, the factors of environment, social, and governance had a significant positive effect on trust. For Hypothesis 3, regarding the effect of airline ESG management on relationship continuance intention, the factors of environment, social, and governance had a significant positive effect on relationship continuance intention. For Hypothesis 4, company-consumer identification has a significant positive effect on relationship continuance intention. For Hypothesis 5, trust has a significant positive effect on relationship continuance intention. The results of this study empirically demonstrate that airline ESG management has a significant impact on consumers' psychological and behavioral responses directly and indirectly, and suggest that ESG management can be used as a marketing strategy that reflects consumer-perceived value beyond simply fulfilling social responsibility.