소비자가 지각하는 항공사의 ESG 경영과 진정성, 항공사 이미지 및 이용의도의 구조적 관계연구

This study aims to investigate the effect of consumer’s pereived airline ESG management—Environmental (E), Social (S), and Governance (G)—on authenticity, airline image, and intention to use. Despite of key psychological variables, research on the integrated pathways through authenticity and image is lacking. Thus, it pursues to identify the serial dual mediating effect of these variables on intention to use airlines. An online survey was conducted by targeting adults who experienced airlines in past three years. A total of 202 valid responses were analyzed with SPSS, AMOS, and Hayes' PROCESS Macro (Model 6). The results confirm the significant effect of Governance (G), Environmental (E), and Social (S) dimensions on ESG authenticity, in that order, but only Governance has the significant influence on airline image. While ESG authenticity positively affects airline image, it does not have a direct impact on intention to use. Consequently, airliens must first demonstrate the authenticity of their ESG efforts.to lead consumers’ choice. Second, practical behavioral intention is shaped through a positive corporate image. These results provide insights into how airlines impact consumers through ESG management.