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Activators of Airline Customers’ Sense of Moral Obligation to Engage in Pro-Social Behaviors: Impact of CSR in the Korean Marketplace

Author

Listed:
  • Heesup Han

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

  • Xiaoting Chi

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

  • Chang-Sik Kim

    (Department of Global Tourism, Baewha Women’s University, Seoul 03039, Korea)

  • Hyungseo Bobby Ryu

    (Department of Food Franchise, College of Health Sciences, Kyungnam University, Changwon 51767, Korea)

Abstract

This study was designed to better comprehend airline customers’ purchase and pay intention formation by involving perceived airline corporate social responsibility (CSR), emotional factors, volitional factors, moral obligation, and brand involvement as key concepts. A survey methodology with quantitative data analysis was used. Our empirical results revealed that perceived CSR contributed to eliciting positive and negative emotions, brand attitude, and social norm. These variables significantly activated a sense of obligation to take pro-social actions. In addition, brand involvement acted as a significant moderator in the moral obligation and pay intention relationship. The adequateness of the higher-order structure of perceived CSR was verified.

Suggested Citation

  • Heesup Han & Xiaoting Chi & Chang-Sik Kim & Hyungseo Bobby Ryu, 2020. "Activators of Airline Customers’ Sense of Moral Obligation to Engage in Pro-Social Behaviors: Impact of CSR in the Korean Marketplace," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:10:p:4334-:d:362835
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    References listed on IDEAS

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