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Sustainability 2018, 10(1), 80; doi:10.3390/su10010080

An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender

1
The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
2
Department of International Logistics, Dongseo University, 47 Jurye-ro, Sasang-gu, Busan 617-716, Korea
*
Author to whom correspondence should be addressed.
Received: 31 October 2017 / Revised: 21 December 2017 / Accepted: 21 December 2017 / Published: 30 December 2017
(This article belongs to the Special Issue Tourism Planning and Sustainable Development)
View Full-Text   |   Download PDF [1002 KB, uploaded 30 December 2017]   |  

Abstract

In recent years, as natural environmental problems have become more serious, environmentally friendly airlines have been attracting attention from many practitioners and scholars. The purpose of this study was to apply the concept of psychological benefits of green brands in an environmentally friendly airline context. Based on the theoretical relationships between the conceptual constructs, a model was developed and then evaluated using data collected from 322 airline passengers in Korea. The results indicated that the three sub-dimensions of psychological benefits of green brands (i.e., warm glow, self-expressive benefits and nature experiences) help to enhance the overall image of an environmentally friendly airline. Furthermore, the overall image plays an important role in the formation of three outcome variables: intentions to use, word-of-mouth intentions and willingness to pay more. Lastly, gender moderates the relationship between overall image and intentions to use. View Full-Text
Keywords: environmentally friendly airline; psychological benefits; warm glow; self-expressive benefits; nature experiences; overall image; gender environmentally friendly airline; psychological benefits; warm glow; self-expressive benefits; nature experiences; overall image; gender
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Hwang, J.; Choi, J.K. An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender. Sustainability 2018, 10, 80.

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