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Understanding Consumers’ Attitudes and Behavioural Intentions Towards Corporate Social Responsibility in the Airline Industry: The Role of Perceived Value and Expectations

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Kleopatra Konstantoulaki

    (University of Westminster)

  • Ahmet Yigitbas

    (University of Westminster)

  • Apostolos Giovanis

    (University of West Attica)

  • Ioannis Rizomyliotis

    (University of Brighton)

Abstract

The purpose of this paper is to investigate consumers’ attitudes and behavioural intentions towards corporate social responsibility (CSR) practices in the airline industry by exploring the role of consumers’ perceived values and expectations towards CSR initiatives in the airline industry. Data collected from airline industry customers, were used to empirically test the role of consumer values and expectations in relation to the attitudes and behavioural intentions towards CSR initiatives. Results indicate that consumer perceptions of value dimensions and CSR expectations have a significant positive effect on customer attitudes when purchasing services in the airline industry. Results also indicate that customer attitudes have a significant positive relationship with consumers’ purchase intentions in the airline industry. The paper offers valuable insights to airline company managers with on how CSR initiatives can be used towards increasing companies’ value proposition.

Suggested Citation

  • Kleopatra Konstantoulaki & Ahmet Yigitbas & Apostolos Giovanis & Ioannis Rizomyliotis, 2019. "Understanding Consumers’ Attitudes and Behavioural Intentions Towards Corporate Social Responsibility in the Airline Industry: The Role of Perceived Value and Expectations," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 673-681, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_78
    DOI: 10.1007/978-3-030-12453-3_78
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