항공사 ESG경영 부문별 중요성이 ESG경영 항공사에 대한 호감도와 선택의도에 미치는 영향:호감도의 매개효과와 사전지식의 조절효과

This study examines how consumers perceive the importance of airline ESG (Environmental, Social, Governance) practices and how these perceptions influence likeability and behavioral intentions. A survey was conducted with airline service users, and multiple regression and hierarchical regression analyses were employed for empitical test. Survey results show that environmental and social components significantly affect likeability, while only environmental management impacts behavioral intention. Likeability fully mediates the effect of environmental importance on behavior. Additionally, prior ESG knowledge weakens the positive link between environmental importance and likeability. Implications for airline ESG strategies and future research directions are discussed.