Journal of Travel & Tourism Marketing

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Environmental corporate social responsibility

and the strategy to boost the airline’s image and
customer loyalty intentions

Heesup Han, Jongsik Yu & Wansoo Kim

To cite this article: Heesup Han, Jongsik Yu & Wansoo Kim (2019): Environmental corporate
social responsibility and the strategy to boost the airline’s image and customer loyalty intentions,
Journal of Travel & Tourism Marketing, DOI: 10.1080/10548408.2018.1557580

To link to this article: https://doi.org/10.1080/10548408.2018.1557580

Published online: 07 Jan 2019.

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JOURNAL OF TRAVEL & TOURISM MARKETING
https://doi.org/10.1080/10548408.2018.1557580

ARTICLE

Environmental corporate social responsibility and the strategy to boost the

airline’s image and customer loyalty intentions
Heesup Hana, Jongsik Yub and Wansoo Kimc
a
College of Hospitality and Tourism Management, Sejong University, Seoul, Korea; bDepartment of Hotel and Restaurant Management,
Tongwon University, Gwangju, South Korea; cDepartment of Tourism Management, Dong-A University, Busan, Korea

ABSTRACT ARTICLE HISTORY

This study aimed to uncover the role of an airline’s environmental corporate social responsibility Received 4 July 2018
in conjunction with building loyalty intentions of its customers while considering the mediating Revised 4 October 2018
impact of its brand image, love and respect, as well as the moderating effect of environmental Accepted 1 December 2018
concerns. Our results from the structural analysis showed the salient role of environmental KEYWORDS
corporate social responsibility in determining loyalty intentions, and it was also a significant Environmental corporate
contributor to improving brand image, love, and respect that acted as significant mediators. social responsibility; airline;
Moreover, the results demonstrated a significant moderating effect of environmental concern on overall brand image;
the brand respect and loyalty relationship. affective factors; loyalty
intentions

Introduction responsibility activities to improve the corporate image

and profits.
An ethical company that actively practices and promotes
The customers in the marketplace have also increasingly
corporate social responsibility activities, particularly in an
and rapidly becoming eco-conscious (Mustonen,
environmentally responsible way, has a better chance to
Karjaluoto, & Jayawardhena, 2016; Wei, Chiang, Kou, &
increase their customer retention rate as well as promote
Lee, 2017). In addition, more and more customers want to
positive attitudes toward the company (Ha, 2017; Lee,
purchase the products or services of companies that are
Park, & Lee, 2013). This is especially true in the current
socially responsible for the environment as well the com-
marketplace because airlines and the entire aviation
munities and society (Ha, 2017; Rivera, Bigne, & Curras-
industry have caused considerable environmental
Perez, 2016). Given this market environment, the airline
impacts, and they are under enormous pressure to
firms’ endeavors for environmental corporate social respon-
decrease the environmental harm and implement green
sibility activities are undeniably of essence to elicit eco-
management and technology (Abdullah, Chew, & Hamid,
conscious customers’ loyalty intentions and positive beha-
2016; Chen, Chang, & Lin, 2012; Hagmann, Semeijn, &
vior from the firms (Abdullah et al., 2016; Chen et al., 2012;
Vellenga, 2015; Wang & Han, 2017). Accordingly, airlines
Hagmann et al., 2015), which are crucial requisites for the
are engaged in various environmental responsibility activ-
successful management of the airline companies and are
ities. For example, Qatar Airways makes continuous efforts
fundamental to generate long-term prosperity for the firms
to improve the environment (through environment-
(Chang & Hung, 2013; Han, 2013).
conscious policies, standards, procedures, targets, mea-
Considerable research in tourism, consumer behavior,
surement processes, and employee training) based on an
and environmental behavior has been devoted to the
environment management system (QATAR AIRWAYS,
examination of the formation of customer loyalty inten-
2018). To minimize the environmental impact of its busi-
tions for an eco-friendly firm (Aro, Suomi, & Saraniemi,
ness activities, Asiana Airlines has implemented four main
2018; Chen et al., 2012; Foster, 2008; Lee, Hsu, Han, & Kim,
environmental policies (minimization of resource and
2010; Oliver, 2010; Scannell & Gifford, 2010; Stern, 2000;
energy consumption, continuous improvement of the
Wang & Han, 2017). In these studies, the importance of
environment, proactive compliance with regulations,
corporate social responsibility (Chen et al., 2012; Wang &
and mutually-beneficial management with stakeholders
Han, 2017), the overall image (Han & Back, 2008; Lee et al.,
and disclosure of information) (ASIANA AIRLINES, 2018).
2010), and the emotions (Aro et al., 2018; Foster, 2008;
Such efforts are essential for airlines’ environmental
Oliver, 2010) has been continually stressed. Nonetheless,

CONTACT Wansoo Kim warooo@dau.ac.kr Department of Tourism Management, Dong-A University, 1 Bumin-dong (2 Ga), Seo-gu, Busan 49236, Korea
© 2019 Informa UK Limited, trading as Taylor & Francis Group
2 H. HAN ET AL.
few empirical research has explored the role of these
constructs in the airline context or has investigated the
interrelations among these variables in building customer
loyalty intentions. This means that it remains unclear how
these constructs, which are essential in consumer pro-
environmental behavior, contribute to the loyalty genera-
tion process. In addition, the simultaneous assessment of
the impact of such associations on individuals’ loyalty
intentions for an eco-friendly company has been scarcely
made.
Moreover, despite the critical nature of environmental
concern in existing tourism and environmental behavior
literature (Ar, 2012; De Groot & Steg, 2009; Han & Hwang,
2015; Schwartz, 1977; Steg & De Groot, 2010; Stern, 2000),
little research has distinctly unearthed the moderating
role of the environmental concern that airline customers
have. Environmental concern is a vital concept that affects
customer eco-friendly behaviors in the tourism industry
(Chan, Hon, Chan, & Okumus, 2014; Han, 2015; Han &
Hwang, 2015). Empirically examining how the environ-
mental concern fortifies or weakens the strengths of the
associations between loyalty intentions for a particular
airline and its proximal predictors is undeniably an essen-
tial step to clarify the airline customers’ eco-friendly deci-
sion-making process and is a critical process to undertake
to develop an airline company’s strategies for both envir-
onmental protection and customer loyalty enhancement.
In addition, consumers often make purchases based on
brand awareness (Kim & Kim, 2005). Therefore, we stress
the importance of verifying the role of the brand in max-
imizing customers’ loyalty intention. This can help provide
a strategic plan for the airline to this end.
To fill these voids, this research attempted to develop
a sturdy theoretical framework explicating the formation of
the loyalty intentions in the airline industry. In particular, the
present research was designed to: 1) explore the clear role
of environmental corporate social responsibility, 2) uncover
the possible relationships among environmental corporate
social responsibility, overall brand image, brand love, and
brand respect in the loyalty intention generation process, 3)
unearth the moderating effect of customers’ concern for
the environmental deteriorations that are caused by the
airline industry, and 4) identify the role of overall brand
image, brand love, and brand respect as mediators within
the proposed conceptual framework.
Literature review
Environmental corporate social responsibility
The concept of corporate social responsibility has
been a topic of interest among tourism and market-
ing academics, especially regarding its influence on
consumer behavior (Afifah & Asnan, 2015).
Particularly, environmental corporate social responsi-
bility has been often believed as a fruitful and attrac-
tive topic for both researchers and industry
practitioners (Rahman & Post, 2012; Rashid, Khalid, &
Rahman, 2015; Williamson, Lynch-Wood, & Ramsay,
2006). Environmental corporate social responsibility
is a concept about a firm’s extra effort regarding the
incorporation of environmental or ecological concerns
into its business as well as with its interactions with
stakeholders (Rashid et al., 2015; Williamson et al.,
2006). Environmental corporate social responsibility
can be described as a possible contribution that
a particular company makes to the environmentally
responsible development of society or the community
without much sacrifice regarding its financial perfor-
mance. According to Chen et al. (2012), Lee et al.
(2013), and Montgomery and Stone (2009), the com-
pany, which is eager to engage in environmental
corporate social responsibility activities, conducts its
business in a manner that is consistent with preser-
ving the natural environment, and complies with
diverse local/governmental/international environmen-
tal regulations and policies, has a mission that is
related to sustainability development, produces eco-
friendly products/services, and makes an effort to
protect the environment.
Overall brand image
Overall brand image indicates the global and the gen-
eral beliefs and perceptions that patrons develop based
on diverse sources from acquired and processed infor-
mation about a particular brand (Assael, 1984). In
essence, the image is a subjective memory that custo-
mers have regarding a particular entity (Kim & Jang,
2016). It can be formed and influenced before con-
sumption from pictures, word-of-mouth, and other
sources (Lee, Oh, & Hsu, 2017). Hence, a positive overall
image of one entity could encourage customers to
choose that entity over a competing entity. On the
other hand, the image can also be influenced by service
consumption, such as in this study. Service failures can
still be turned into a positive image if they can be
appropriately remedied or vice versa, which was sug-
gested by Kim and Jang (2016).
Brand love and brand respect
The brand love and the brand respect are believed to bring
customers’ faithful intentions, loyalty, and positive purchas-
ing behaviors for a company (Hudson, Roth, Madden, &
Hudson, 2015; Roberts, 2005). These emotional factors are
 JOURNAL OF TRAVEL & TOURISM MARKETING 3

especially crucial in the airline industry because this sector Effect of environmental corporate social
has become a more severely competitive environment than responsibility
ever before. Brand love refers to a patrons’ emotional
A company’s corporate social responsibility activities and
attachment to a particular brand (Aro et al., 2018). It is also
its relationship with such outcome variables regarding the
described as the patrons’ emotional link with the brand
consumers or the employees emotional attitudes toward:
(Long-Tolbert & Gammoh, 2012). Brand respect as an
the company, the corporate image, the trust and confi-
important dimension of affect is regarded as a deep emo-
dence of the company, the retention, and the behavioral
tional esteem and admiration. It also indicates the custo-
intentions, have been actively investigated by researchers
mers’ emotional assessment regarding a specific brand is
in consumer behavior and tourism (Ha, 2017; Kim, 2016;
accepted and appreciated as a valued brand (Ng, 2016).
Lee et al., 2013; Lombart & Didier, 2014 Rivera et al., 2016;
According to Roberts (2004, 2006)), brand love and brand
Wang & Han, 2017). In the hotel sector, Kim (2016)
respect as a form of love-marks help the company make
assessed the impact of corporate social responsibility on
a sturdy emotional connection with its patrons that go
potential employees’ behaviors. Their results showed that
beyond simply eliciting their purchase behaviors.
corporate social responsibility activities of a hotel increase
Consistently, Hudson et al. (2015) asserted that both
its reputation and overall brand image in the formation of
brand love and brand respect maximize the strength of
potential employees’ behavioral intentions. Ha (2017)
the connection between a company and its customers
found that patrons’ perception regarding a foodservice
and build strong emotional bonds between the two parties.
company’s environmental corporate social responsibility
Such bonds create diverse positive outcomes for the com-
positively influences the satisfaction evaluation, which in
pany, such as the patrons’ loyalty intentions, such as
turn significantly elicits emotional, economic, and social
repurchases, recommendations, and paying higher prices,
values. Undoubtedly, a good corporate social responsibil-
and create favorable post-purchase behaviors for the com-
ity reputation of a company directly and indirectly con-
pany (Hudson et al., 2015; Long-Tolbert & Gammoh, 2012).
tribute to: boosting the individuals’ emotional attachment
to the firm, enhancing the overall image of the firm,
increasing the positive behavioral intentions of the firm,
Loyalty intentions and lowering their turnover/switching behaviors (Lee
et al., 2013; Wang & Han, 2017).
According to Oliver (2010), the behavioral intentions
indicate “a stated likelihood to engage in a behavior”
H1: Environmental corporate social responsibility posi-
(p. 28). Hence, the loyalty intentions in the present
tively affects the overall brand image.
research refer to customers’ strong likelihood to
become loyal to a specific brand, company, product,
H2: Environmental corporate social responsibility posi-
or service. Because of the emotional bonding
tively affects the brand love.
involved, loyal customers often repurchase
a particular product or service, spend more money
H3: Environmental corporate social responsibility posi-
for it, and encourage others to use the product
tively affects the brand respect.
(Bowen & Shoemaker, 2003; Oliver, 2010). Patrons
who are committed to a brand and are loyal to that
brand become repeat customers, and the recommen-
dation behavior often naturally follows (Chua, Lee,
Effect of overall brand image
Kim, & Han, 2017). Similarly, when customers have
a high level of intentions to be loyal, they have Many empirical studies in the existing literature have
confirmed the likelihood to engage in buying beha- shown that the image and emotions contribute to gen-
viors in a constant manner, in recommendation beha- erating the patrons’ behavioral intentions and induce
viors, and in monetary spending behaviors. post-purchase behaviors (Chen, Peng, & Hung, 2015;
Sometimes, they even paying extra for a product Durna, Dedeoglu, & Balikcioglu, 2015; Han & Back, 2008;
that they feel attached to. Given this, building custo- Lee et al., 2010). In the hospitality context, Durna et al.
mer loyalty intentions have long been one of the (2015) found that emotions elicited by a physical stimulus
most crucial issues and top priorities among research- are significantly associated with the overall image and
ers and practitioners in many industries that embrace eventually helped predict future intentions. They further
the tourism and service industry (Bowen & McCain, explained that image formation could be complex and
2015; Cho & Fiore, 2015; Chua et al., 2017; Han, usually is subjective in nature. Thus, the overall image
Kiatkawsin, Kim, & Lee, 2017). often interplays with emotions in explaining the guests’
4 H. HAN ET AL.
future behavior. In their in-depth study on consumers’
image and emotional experiences in the hospitality indus-
try, Han and Back (2008) suggested that the consumption
emotion is a result of the image and the image congru-
ence. Specifically, they found that emotions included
multiple dimensions, such as the brand love, peaceful-
ness, disturbing elements, respect, excitement, worrisome
factors, and surprises, form an overall image that custo-
mers have about the company. According to them, such
image and emotion factors significantly enhance the cus-
tomer loyalty.
H4: Overall brand image positively affects the brand
love.
H5: Overall brand image positively affects the brand
respect.
H6: Overall brand image positively affects the loyalty
intentions.
Effect of brand love and brand respect
Improving the function of the emotion factors has been
demonstrated to trigger the patrons’ purchase behaviors,
which include: loyalty, more monetary expense, retention,
and word-of-mouth that are positive for the company
(Cho & Fiore, 2015; Foster, 2008; Han et al., 2017). For
instance, the hierarchical flow between physical stimulus,
emotional response, satisfaction, and loyalty has been
validated by Han et al. (2017) in the wellness spa context.
They found emotional responses to greatly help increase
the explanatory power of product evaluation and signifi-
cantly impact loyalty intentions at the same time. Brand
love and brand respect, which are the essential constitu-
ents of emotions, are particularly important in consumer
behavior and marketing as these factors play a vital role in
the customer decision formation and the loyalty genera-
tion process (Aro et al., 2018; Foster, 2008; Oliver, 2010).
According to Cho and Fiore (2015), the level of brand love
and respect that patrons have toward the brand signifi-
cantly leads to positive behavioral outcomes in the short
run as a form of a temporary increase in the brand use and
in a long run as a form of loyalty intentions for the brand.
Undoubtedly, the brand love and the brand respect are
essential variables in fortifying the customers’ brand loy-
alty intentions (Aro et al., 2018; Roberts, 2004, 2006).
H7: Brand love positively affects the loyalty intentions.
H8: Brand respect positively affects the loyalty
intentions.
Environmental concern and its effect
The term “environmental concern” can be described
as one’s conscious/awareness level of the harmful or
undesirable consequences of a particular object,
which he/she values highly, when not acting in an
eco-friendly way (Han & Hwang, 2015; Schwartz,
1977). Environmental concern is believed to be
a crucial precondition of pro-environmental intention
and behavior. Many existing studies indicated the
important moderating nature of environmental con-
cern (Ar, 2012; De Groot & Steg, 2009; Han & Hwang,
2015; Schwartz, 1977; Steg & De Groot, 2010). Han
and Hwang (2015) identified that travelers’ environ-
mental concern significantly moderates the strengths
of the associations between eco-friendly intention
and its cognitive and affective antecedents. Their
finding also showed that the relationships are stron-
ger when travelers are highly concerned about the
environmental deteriorations. Moreover, Ar (2012)
uncovered that managerial environmental concern
has a significant moderating influence on the associa-
tions among green product innovation, firm perfor-
mance, and the competitive capability. Individuals’
deep concern about various environmental problems
or deteriorations, as well as about how to effectively
cope with these problems or deteriorations, likely
results in their sturdy intention or decision to choose
a product or service that is environmentally respon-
sible, and the magnitude of the relationship strength
between such an intention and its determinants often
rely on the level of such concern for the environment
(De Groot & Steg, 2009; Han & Hwang, 2015).
H9a: Environmental concern has a significant moderat-
ing impact of the association between the overall brand
image and the loyalty intentions.
H9b: Environmental concern has a significant moderat-
ing impact of the association between the brand love
and the loyalty intentions.
H9c: Environmental concern has a significant moderat-
ing impact of the association between the brand
respect and the loyalty intentions.
Research model
The proposed theoretical framework in the airline
context is exhibited in Figure 1. Our conceptual fra-
mework included a total of six theoretical constructs,
which are: the environmental corporate social

H2
Environ- Overall
mental H1 brand
CSR image
H3
Hypothesized moderating impact
Figure 1. The proposed theoretical model.
responsibility, the overall brand image, the brand
love, the brand respect, the environmental concern,
and the loyalty intentions. The model is also com-
prised of a total of nine research hypotheses. Two
identical models that encompass high and low envir-
onmental concern groups, respectively, were
proposed.
Methods
Measures and questionnaire
The measures of the present study were adopted from
existing studies in the consumer behavior and tourism
literature (Ajzen, 1991; Baloglu & McCleary, 1999;
Bamberg & Schmidt, 2003; Byun & Jang, 2018a, 2018b;
Carroll & Ahuvia, 2006; Cho, 2011; Frei & Shaver, 2002;
Han, 2015; Hwang & Lee, 2018; Hwang & Lyu, 2018;
Hwang & Park, 2018; Lee et al., 2013; Montgomery &
Stone, 2009; Oliver, 2010). All measurement items were
evaluated with multi-items and a seven-point Likert’s
scale from “strongly disagree” (1) to “strongly agree”
was used. (7). In particular, five items were used to
measure environmental corporate social responsibility
(e.g., “It is important for an airline to make an all out
JOURNAL OF TRAVEL & TOURISM MARKETING 5
Brand love
Environ-
H9b mental
concern
H4
H7 H9a
Loyalty
intentions
H6
H9c
H8
H5
Brand
respect
efforts to maintain and preserve the environment”). The
overall brand image was assessed with three items (e.g.,
“Overall, I have a good image of an airline that actively
practices and promotes CSR activities”). Three items
were used to measure the brand love (e.g., “I love
using an airline that actively practices and promotes
CSR activities”).
Brand respect was measured with three items (e.g.,
“I respect an airline that actively practices and pro-
motes CSR activities more than other airlines”).
Environmental concern was assessed with three
items (e.g., “The airline industry can cause air pollu-
tion, climate change, and the exhaustion of natural
resources”). Lastly, four items were utilized to evalu-
ate loyalty intentions (e.g., “I am willing to use an
airline that actively practices and promotes CSR activ-
ities when in travel in the future”). The questionnaire
contained these measures along with the inquiries
related to the respondents’ personal characteristics
and the research description. The refinement of the
measures was made based on the results of the pre-
test with the tourism academics and the industry
professionals. The questionnaire was finalized with
a through review and modification from the airline
academic experts.
6 H. HAN ET AL.

Data collection and sample demographic profiles
To collect the data, an online survey was utilized. The
developed questionnaire was distributed to the parti-
cipants through the online marketing research com-
pany’s survey system. The potential respondents were
chosen from the company’s database in a random
manner. The survey was conducted from
March 13th, 2018 to March 16th, 2018. To select the
eligible participants, the individuals who had used an
airline within the last 12 months were only requested
to participate in the survey by clicking the link in the
survey invitation e-mail. At the beginning of the sur-
vey, an explanation of the research was provided
(e.g., detailed description of the goal of the survey
and study). The average time to complete a survey
was about 9 minutes. Using this process, a total of
310 usable responses were obtained. Therefore, the
310 data points can be considered to have satisfied
the conditions for data analysis. These 310 responses
were used for the data analysis.
Among the survey participants, 48.7% (n = 151)
were male customers, whereas 51.3% (n = 159) were
female customers. The average age of the respon-
dents was about 40.74 years. In terms of the respon-
dents’ annual income, about 43.8% indicated that
their income is between $25,001 – $55,000, followed
by between $55,001 – $85,000 (33.9%), over $85,001
(11.9%), and less than $25,000 (10.3%). Regarding the
education level, about 66.8% indicated that they are
4-year college graduates. About 14.2% of the partici-
pants had a graduate degree. In addition, about 10.6
% reported that they are 2-year college graduates,
and about 8.4% indicated that they have a high
school degree or less. Regarding how recently
a respondent had used air travel, about 18.7% of
the respondents indicated within the past one
month, and 53.2% reported within the past three
months. Lastly, all participants reported that their
most recent airline use was within the last year.
Results
Measurement model
We used the SPSS 20 and the AMOS 20 as tools for the
data analysis. Before the evaluation of the proposed
structural model, a confirmatory factor analysis (CFA)
was first run to assess the measurement quality. The
maximum likelihood estimation method was employed.
Confirmatory factor analysis (CFA) enables an evalua-
tion of the fit of the measurement model and verifica-
tion of the construct fit indices, reliability, convergent
validity, and discriminant validity (Anderson & Gerbing,
1988). The results from the CFA showed that our mea-
surement model encompassing a total of six research
variables included a satisfactory fit to the data
(χ2 = 491.792, df = 172, p < .001, χ2/df = 2.859,
RMSEA = .078, CFI = .947, IFI = .948, TLI = .936). An
internal consistency of the measures for research con-
structs was evaluated. Our assessment revealed that the
values of composite reliability were all above the sug-
gested cutoff of .700, ranging from .876 to .934 (see
Table 1). This finding implies that the measures for each
research construct had a satisfactory level of internal
consistency (Hair, Anderson, Tatham, & Black, 1998).
Next, we calculated the values of the average variance
extracted (AVE). Our calculation showed that the AVE
values all surpassed Hair et al.’s (1998) suggested cutoff
of .500. The values fell between .640 and .824 (see Table
1). This implies that the measures for each construct
had a satisfactory level of convergent validity.
Moreover, as reported in Table 1, when comparing the
AVE values with the between-construct correlations
(squared), the values highly exceeded the correlations.

Table 1. The measurement model assessment.

1 2 3 4 5 6 CR AVE
1. Environmental corporate social response. 1.000. – – – – – .931 .731
2. Overall brand image .638a 1.000 – – – – .926 .807
(.407) b
3. Brand love .488 .522 1.000 – – – .934 .824
(.238) (.272)
4. Brand respect .481 .537 .726 1.000 – – .888 .725
(.231) (.288) (.527)
5. Environmental concern .573 .650 .670 .655 1.000 – .903 .757
(.328) (.423) (.449) (.429)
6. Loyalty intentions .491 .553 .721 .669 .720 1.000 .876 .640
(.241) (.306) (.520) (.448) (.518)
Mean 5.491 5.504 5.080 5.230 5.219 5.007 – –
Standard deviation 1.016 1.057 1.116 1.065 1.090 1.068 – –
Note. Goodness-of-fit statistics for the measurement model: χ2 = 491.792, df = 172, p < .001, χ2/df = 2.859, RMSEA = .078, CFI = .947, IFI = .948, TLI = .936
a
Correlations between the variables are below the diagonal.
b
The squared correlations between the variables are within the parentheses.
 JOURNAL OF TRAVEL & TOURISM MARKETING 7

This result provided the evidence of discriminant valid-
ity of the measures (Hair et al., 1998).
Structural model
A structural equation modeling (SEM) was conducted to
evaluate the proposed theoretical framework and to test
the research hypotheses. The maximum likelihood estima-
tion method was utilized. Our results from the structural
model evaluation indicated the appropriate model fit to the
data (χ2 = 385.548, df = 125, p < .001, χ2/df = 3.084,
RMSEA = .079, CFI = .948, IFI = .948, TLI = .936). The model
included a satisfactory level of ability in predicting the
customer loyalty intentions for an airline as it accounted
for about 69.1% of the total variance with the loyalty inten-
tions. Within the model, both the overall brand image and
the environmental corporate social responsibility explained
about 36.1% of 39.9% of the variance in the brand love and
the brand respect, respectively. In addition, about 45.9% of
the variance in the brand image was accounted for by its
determinant. The details of the SEM results are shown in
Table 2 and Figure 2.
The proposed effect of environmental corporate social
responsibility on the overall brand image, the brand love,
and the brand respect were tested. The results of the SEM
showed that the environmental corporate social responsi-
bility was significantly and positively associated with the
overall brand image (β = .678, p < .01), the brand love
(β = .200, p < .01), and the brand respect (β = .243,
p < .01). Therefore, hypotheses 1, 2, and 3 were supported.
The hypothesized influence of the overall brand image was
tested. Findings showed that the overall brand image
exerted a significant and positive impact on the brand
love (β = .447, p < .01), the brand respect (β = .441,
p < .01), and the loyalty intentions (β = .148, p < .05).
Accordingly, hypothesis 4, 5, and 6 were supported. Next,
the proposed effect of the brand love and the brand respect
was assessed. As expected, both the brand love (β = .460,
p < .01) and the brand respect (β = .404, p < .01) had
a positive and significant relationship with the loyalty inten-
tions. Therefore, hypotheses 7 and 8 were supported.
Subsequently, the indirect influence of the variables
was evaluated. As shown in Table 2 and Figure 2, the
results of the SEM revealed that both the environmental
corporate social responsibility (β = .551, p < .01) and
the overall brand image (β = .384, p < .01) had a sig-
nificant and positive indirect influence on the loyalty
intentions. In addition, the environmental corporate
social responsibility included a significant indirect effect
on the brand love (β = .303, p < .01) and the brand
respect (β = .299, p < .01). This result implies that the
overall brand image, the brand love, and the brand
respect all acted as mediators within the proposed
model. Next, the total impact of the research constructs

Table 2. The structural model assessment (n = 310).

Hypothesized paths Coefficients t-values
H1: Environmental corporate social .678 12.826**
responsibility → Overall brand image
H2: Environmental corporate social .200 2.740**
responsibility → Brand love
H3: Environmental corporate social .243 3.275**
responsibility → Brand respect
H4: Overall brand image → .447 5.951**
Brand love
H5: Overall brand image → .441 5.790**
Brand respect
H6: Overall brand image → .148 2.490*
Loyalty intentions
H7: Brand love → .460 7.350**
Loyalty intentions
H8: Brand respect → .404 6.051**
Loyalty intentions
Indirect effect on loyalty intentions: Total effect on loyalty Goodness-of-fit statistics for the structural model: χ2 = 385.548, df = 125, p < .001,
β Environmental corporate social intentions: χ2/df = 3.084, RMSEA = .079, CFI = .948, IFI = .948, TLI = .936
responsibility = .551** β Environmental corporate * p < .05, ** p < .01
β Overall brand image = .384** social responsibility = .551
β Overall brand
image = .532
β Brand love = .460
β Brand respect = .404
Indirect effect on brand love: Explained variance:
β Environmental corporate social R2 (loyalty
responsibility = .303** intentions) = .691
Indirect effect on brand respect: R2 (brand love) = .361
β Environmental corporate social R2 (brand
responsibility = .299** respect) = .399
R2 (overall brand
image) = .459
8 H. HAN ET AL.

Goodness-of-fit statistics for the structural model:

χ2 = 385.548, df = 125, p < .001, χ2/df = 3.084,
RMSEA = .079, CFI = .948, IFI = .948, TLI = .936

Brand love
R2 = .361
H9b (NS)
High group:
Environ-
.551** .539** mental
Low group: concern
H2:.200** .551**
(S) H7:.460** H9a (NS)
(S) High group:
H4:.447** .161*
.303** (S) Low group:
.013
Environ- Overall Loyalty
mental H1:.678** brand intentions H9c (S)
CSR (S) image H6:.148* R2 = .691 High group:
2
R = .459 (S) .402**
Low group:
.299**
H5:.441** .235**
H8:.404**
(S) (S)
H3:.243**
(S)

S = Supported .384** Brand

NS = Not supported respect
R2 = .399

Hypothesized moderating impact of

environmental concern Goodness-of-fit statistics for the baseline model:
χ2 = 596.873, df = 263, p < .001, χ2/df = 2.269,
Indirect impact RMSEA = .064, CFI = .920, IFI = .920, TLI = .906
* p < .05, ** p < .01

Figure 2. The structural model estimation.

was assessed. Our finding showed that the environmen-
tal corporate social responsibility had the greatest influ-
ence on the loyalty intentions (β = .551, p < .01)
followed by the overall brand image (β = .532,
p < .01), the brand love (β = .460, p < .01) and the
brand respect (β = .404, p < .01).
Invariance model assessment
A metric invariance assessment was performed to evalu-
ate the hypothesized moderating effect of the environ-
mental concern. The respondents were divided into high
and low environmental concern groups with the use of
a K-means cluster analysis. A total of 201 participants were
clustered into the high environmental concern group, and
109 participants were grouped into the low group.
A baseline model comprising of both high and low envir-
onmental concern groups were then generated. Our
results indicated the model had a satisfactory fit to the
data (χ2 = 596.873, df = 263, p < .001, χ2/df = 2.269,
RMSEA = .064, CFI = .920, IFI = .920, TLI = .906). Table 3
and Figure 2 show the details pertinent to the baseline
model assessment results.
As a subsequent step, the baseline model was com-
pared to the nested models that have one particular
path constrained to be equivalent between the high
and the low groups. A chi-square test was used for this
statistical comparison. Our results showed that the link
between the overall brand image and the loyalty inten-
tions was not significantly different between the groups
 JOURNAL OF TRAVEL & TOURISM MARKETING 9

(Δχ2 [1] = 1.067, p > .05). Therefore, hypothesis 9a was

While the linkage for the high environmental concern group was significant, the path for the low group was not significant. Hence, although the chi-square difference across groups was not significant, the group
Baseline Model (Freely estimated) Nested Model (Constrained to be equal)

χ2 = 596.873, df = 263, p < .001, χ2/df = 2.269, RMSEA = .064, CFI = .920, IFI = .920, TLI = .906
not supported. In addition, the relationship between
the brand love and the loyalty intentions was not sig-

χ2 (264) = 597.089 b
χ2 (264) = 597.940 a

χ2 (264) = 600.882 c
nificantly different across the high and the low environ-
mental concern groups (Δχ2 [1] = .216, p > .05). Hence,
hypothesis 9b was not supported. However, as
expected, our results revealed that the linkage from

Goodness-of-fit statistics for the baseline model:

the brand respect to the loyalty intentions significantly
differed between the high and the low groups (Δχ2
[1] = 4.009, p > .05). Accordingly, hypothesis 9c was
supported. The chi-square test results are exhibited in

*p < .05, **p < .01

Table 3.
χ2 (263) = 596.873
χ2 (263) = 596.873
χ2 (263) = 596.873

Discussions
This study was an endeavor to evidently explicate pas-
sengers’ loyalty intention formation for an airline that
actively practices and promotes environmental corpo-
rate social responsibility activities. In the airline context,
there exists somewhat limited academic research on
Low environmental concern group (n = 109)

customer loyalty intentions for such environmentally

responsible airlines. Our conceptual framework encom-
t-values

4.323**
2.475*
.110

passes environmental corporate social responsibility as

the independent variable, the overall brand image, the
brand love, the brand respect as mediators, and the
eco-concern as a moderator, which were empirically
identified to be useful and sufficiently predict the pas-
difference on the overall brand image – the loyalty intentions link should be meaningfully interpreted.

sengers’ loyalty intentions. The hypothesized theoreti-

.013
.551
.235

cal associations among the research variables were

β

generally supported. The structural model assessment

revealed the utmost importance of environmental cor-
H9a: Not supported †
H9b: Not supported
Hypotheses testing:

H9c: Supported

porate social responsibility on the loyalty intentions.

High environmental concern group

The significance of the overall brand image, the brand

t-values

6.427**
3.623**
2.002*

love, and the brand respect as mediators was also dis-

covered. Moreover, a significant moderating role of the
(n = 201)

environmental concern was identified. In sum, the

results of this research provided a robust loyalty frame-
work including vital research variables and their intri-
.161
.539
.402

cate associations in the arena of airline corporate social

β

responsibility for the environment.

Affective factors, such as brand love and respect,
Table 3. The invariance model assessment.

H9a: Overall brand image → loyalty intentions

were uncovered as significant determinants of custo-

mer loyalty intentions. This finding was coherent with
H9c: Brand respect → loyalty intentions

the existing studies that stressed a vital role in the

H9b: Brand love → loyalty intentions

emotional process in the customer decision-making

process for a product or service (e.g., Aro et al., 2018;
Δχ2 (1) = 1.067, p > .05

Δχ2 (1) = 4.009, p < .05

Δχ2 (1) = .216, p > .05

Foster, 2008; Oliver, 2010). While the importance of the

brand love and respect is evident in consumer beha-
vior, these affective factors has been seldom discussed
Chi-square test:

in the tourism industry. The findings of this study made

a meaningful contribution to the existing airline litera-
Paths

ture by exploring the function of the brand love and

b
a

respect centering on the airline context. Considering

†
10 H. HAN ET AL.
the significance of the affective facet of the airline
customers’ decision-making process (Han, 2013), deal-
ing with such essential emotional factors, such as love
and respect for the airline brand, can be one of the
important steps toward the airline’s success. Based on
the empirical evidence of this research, making an emo-
tional connection, or fortifying the existing connection,
across the airline brand and the customers is funda-
mental for practitioners in the airline industry.
The results of this research demonstrated that cus-
tomers’ perception of an airline firm’s environmental
corporate social responsibility performances (1) play
an essential role in forming the overall brand image of
the airline and eliciting the brand love and respect of
the airline and (2) has a greatest comparative criticality
in boosting the loyalty intentions for the airline.
Although some efforts have been made on examining
airline customers’ eco-friendly behaviors (Abdullah
et al., 2016; Hagmann et al., 2015), their perception
and assessment regarding an airline firm’s corporate
social responsibility activities for the environment and
its role in their loyalty generation process has been
largely neglected. This research is therefore meaningful
in a theoretical and practical manner as it provides
a clear understanding of the active role of the environ-
mental corporate social responsibility in elucidating the
airline customers’ intentions to be loyal for the envir-
onmentally responsible airline.
Our investigation of the invariance test demon-
strated that the linkage between the brand respect
and the loyalty intentions was significantly influenced
by the environmental concern. The relationship
strength was greater in the high group of the environ-
mental concern than that from the low environmental
concern group. In particular, the brand respect and the
loyalty intentions in the high group (β = .402, p < .01)
was more strongly related than in the low group
(β = .235, p < .05). This finding implies that at a similar
level of airline customers’ brand respect, customers
who are highly concerned about the environment
build stronger loyalty intentions with an airline that
practices and promotes corporate social responsibility
activities in a vigorous manner than with those who
have little concern about the environment.
Managerially, the results of this research also provide
important insight. Our finding illustrate that airline
operators should eager to make considerable endea-
vors to promote their customers’ feeling of respect for
the airline brand through various monetary and non-
monetary investments for purpose of improving the
company reputation. In addition, airline practitioners
should develop useful ways to improve the customers’
awareness regarding the seriousness of environmental
harm caused by the aviation industry.
It should be also noted that even though the chi-
square difference was not significant, the impact of the
environmental concern on the overall brand image and
the loyalty intentions relationship must be meaningfully
interpreted as the linkage was only significant in the
high group (high group: β = .161, p < .05 vs. low group:
β = .013, p > .05). This is not because the relationship is
indeed insignificant in the low environmental concern
group but because the brand love and the respect
completely mediated the impact of the overall brand
image on the loyalty intentions in the low environmen-
tal concern group. This means that while affective fac-
tors acted as a perfect mediator in the low group, it
played a partial mediating role in the high group.
Within the proposed model, the overall brand image
was unearthed as a crucial determinant of loyalty inten-
tions. The image is broadly used as a key antecedent of
the behavioral intentions and the post-purchase beha-
viors in various contexts (Chen et al., 2015; Durna et al.,
2015; Lee et al., 2010). Our results were in line with
these studies from the existing literature. From
a theoretical perspective, our research is evocative as
it is one of the few studies that demonstrated the
positive associations with the brand love, the brand
respect, and the loyalty intentions in the airline indus-
try. Our results practically imply that enhancing the
overall airline brand image is unavoidable for an
increase in customer loyalty within the increasingly
competitive airline marketplace. Hence, practitioners
should center on boosting a positive airline image.
Abdullah et al.’s (2016) and Hagmann et al.’s (2015)
recent investigation identified that travelers are becom-
ing more aware of the environmental harm from the
airline industry. Operating and managing an airline in
a more environmentally responsible way and advertis-
ing such endeavors for the environment can be effec-
tive tactics to improve the airline company’s overall
brand image.
An examination of the indirect influence of the
research variables unearthed that the overall brand
image and the affective factors played a significant
mediating role within the proposed conceptual frame-
work. Specifically, the overall brand image mediated
the effect of the environmental corporate social
responsibility on the brand love, the brand respect,
and the loyalty intentions. In addition, the brand love
and the brand respect mediated the impact of the
environmental corporate social responsibility and the
brand image on loyalty intentions. Recognizing the
criticality of the brand image, the brand love, and

the respect as mediators, airline researchers need to
use these concepts with caution when they build
a theory or a conceptual model about customers’
decision formation or behavior. For airline practi-
tioners, an effective management of these mediators
is necessary in order to take maximum advantage of
environmental corporate social responsibility in build-
ing loyalty intentions.
As with many studies, our research is not entirely
free from limitations. First, as the present research was
conducted in an aviation context that specializes in
airline brands, our results should not necessarily be
generalized regarding other businesses or tourism con-
texts, such as destination brands, restaurant brands,
and manufacturing companies’ brands. Nonetheless, it
is encouraged for researchers to make a logical general-
ization of our findings for theory building and for the
sectors that are relevant to this research. For instance,
as the environmental corporate social responsibility and
the environmental deterioration are the key issues in
both the cruise industry and the hotel industry, testing
the applicability of the proposed framework and mod-
ifying and expanding it to be adequate in these tourism
contexts will be meaningful. Second, the patrons’ per-
sonal characteristics are often regarded to be crucial in
explicating their consumption behaviors. However, the
possible impact of the patrons’ personal traits was not
considered in the present study. Future studies there-
fore should discover the role of personal traits on the
airline patrons’ loyalty intention formation as an exten-
sion of this research.
Conclusion
In closing, environmental responsibility reflects a vital
trend in social science. Although relatively successful in
anticipating individuals’ various pro-environmental
behaviors, the existing socio-psychological theories
that view such behaviors either pro-social (the norm
activation model and the value-belief-norm theory) or
self-interested behaviors (the theory of reasoned action,
the theory of planned behavior, and the model of goal
directed behavior) have been criticized for overlooking
some important cognitive and affective components. In
tourism social science, specifically in the airline sector,
this study successfully developed a sturdy theoretical
framework that sufficiently explicates customers’ deci-
sions to use, recommend, and pay more for an eco-
friendly airline, which actively practices and promotes
environmental corporate social responsibility activities
by taking cognitive and affective elements into account.
From a social science perspective, this research contri-
butes to the advancement of knowledge about
JOURNAL OF TRAVEL & TOURISM MARKETING 11
customer behavior for an environmentally responsible
product, and it has theoretical and practical usefulness.
Highlights
● We examined an airline’s environmental corporate
social responsibility.
● Customers’ perception of an airline’s eco-friendly
efforts increased its image.
● Environmental corporate social responsibility gen-
erated customer loyalty.
● Brand love and respect were significant mediators.
Disclosure statement
No potential conflict of interest was reported by the authors.
Funding
This work was supported by the Dong-A University research
fund. [NA];
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