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

Heesup Han, Xiaoting Chi, Chang-Sik Kim and Hyungseo Bobby Ryu
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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

Sustainability, 2020, vol. 12, issue 10, 1-17

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.

Keywords: Pro-social behaviors; CSR perception; airline passengers; emotional process; volitional process; moral obligation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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