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

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

doi:10.3390/su12104334

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

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Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea

Department of Global Tourism, Baewha Women’s University, Seoul 03039, Korea

Department of Food Franchise, College of Health Sciences, Kyungnam University, Changwon 51767, Korea

Author to whom correspondence should be addressed.

Sustainability 2020, 12(10), 4334; https://doi.org/10.3390/su12104334

Received: 5 May 2020 / Revised: 20 May 2020 / Accepted: 21 May 2020 / Published: 25 May 2020

(This article belongs to the Special Issue Consumer Behavior and Corporate Marketing in the Tourism Sector)

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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. View Full-Text

Keywords: Pro-social behaviors; CSR perception; airline passengers; emotional process; volitional process; moral obligation

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Han, H.; Chi, X.; Kim, C.-S.; Ryu, H.B. Activators of Airline Customers’ Sense of Moral Obligation to Engage in Pro-Social Behaviors: Impact of CSR in the Korean Marketplace. Sustainability 2020, 12, 4334. https://doi.org/10.3390/su12104334

AMA Style

Han H, Chi X, Kim C-S, Ryu HB. Activators of Airline Customers’ Sense of Moral Obligation to Engage in Pro-Social Behaviors: Impact of CSR in the Korean Marketplace. Sustainability. 2020; 12(10):4334. https://doi.org/10.3390/su12104334

Chicago/Turabian Style

Han, Heesup, Xiaoting Chi, Chang-Sik Kim, and Hyungseo B. Ryu 2020. "Activators of Airline Customers’ Sense of Moral Obligation to Engage in Pro-Social Behaviors: Impact of CSR in the Korean Marketplace" Sustainability 12, no. 10: 4334. https://doi.org/10.3390/su12104334

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

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