ESG경영이 기업이미지, 가격공정성 및 구매의도에 미치는 영향: 항공사를 대상으로

Abstract: Due to changes and uncertainty in the internal and external environment around the world, companies have started ESG management, and this ESG management is possible only with the participation of consumers to reduce the financial burden that arises in the process. This study attempted to investigate the impact of each factor of ESG management on corporate image and purchase intention in the aviation industry, and to investigate the impact of corporate image on price fairness and purchase intention. To this end, this study conducted a survey of customers who had boarded aircraft from March 5 to March 10, 2025 through an online specialized survey institution and conducted an empirical analysis with a total of 240 copies collected. The study found that social activities among the components of ESG management of airlines had a positive effect on both corporate image and purchase intention, but environmental activities and governance did not have a direct impact on corporate image and purchase intention. Finally, it was found that corporate image had a positive effect on price fairness, price fairness had a positive effect on purchase intention, and corporate image and price fairness had a mediating effect on social activities between purchase intentions. Based on these findings, it is hoped that these results will serve as a valuable foundation for airlines to effectively incorporate environmental, social, and governance factors into their management strategies.