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Linking Sustainability and Brand Love Through Employees’ Insights on ESG Practices in the Airline Industry

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  • Fang-Rong Chen

    (Ph.D. Program in Nutrition and Food Science, Fu Jen Catholic University, Xinzhuang, New Taipei City 242062, Taiwan)

  • Wen-Hwa Ko

    (Ph.D. Program in Nutrition and Food Science, Fu Jen Catholic University, Xinzhuang, New Taipei City 242062, Taiwan
    Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, Xinzhuang, New Taipei City 242062, Taiwan)

  • Min-Yen Lu

    (Ph.D. Program in Nutrition and Food Science, Fu Jen Catholic University, Xinzhuang, New Taipei City 242062, Taiwan)

Abstract

This study investigates the intricate mechanisms linking ESG practices, innovation performance, and brand outcomes from the perspective of internal stakeholders—employees. This study investigates employees’ perceptions of ESG practices and their influence on brand identification and brand love, based on a quantitative survey conducted among 346 employees from three major Taiwanese airlines; the findings reveal that ESG practices positively influence innovation performance, which, in turn, significantly enhances brand loyalty and brand value, ultimately fostering greater brand love. Moreover, the results indicate that an innovative organizational climate exerts a significant positive moderating effect on the relationship between ESG practices and innovation performance. In contrast, the moderating effect of human capital was not found to be significant.

Suggested Citation

  • Fang-Rong Chen & Wen-Hwa Ko & Min-Yen Lu, 2025. "Linking Sustainability and Brand Love Through Employees’ Insights on ESG Practices in the Airline Industry," Sustainability, MDPI, vol. 17(22), pages 1-21, November.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:22:p:10408-:d:1799211
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