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Sustainability
Volume 17
Issue 22
10.3390/su172210408
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This is an early access version, the complete PDF, HTML, and XML versions will be available soon.
Article

Linking Sustainability and Brand Love Through Employees’ Insights on ESG Practices in the Airline Industry

by
Fang-Rong Chen
1,
Wen-Hwa Ko
1,2,* and
Min-Yen Lu
1,*
1
Ph.D. Program in Nutrition and Food Science, Fu Jen Catholic University, Xinzhuang, New Taipei City 242062, Taiwan
2
Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, Xinzhuang, New Taipei City 242062, Taiwan
*
Authors to whom correspondence should be addressed.
Sustainability 2025, 17(22), 10408; https://doi.org/10.3390/su172210408
Submission received: 13 October 2025 / Revised: 17 November 2025 / Accepted: 18 November 2025 / Published: 20 November 2025
Review Reports Versions Notes

Abstract

This study investigates the intricate mechanisms linking ESG practices, innovation performance, and brand outcomes from the perspective of internal stakeholders—employees. This study investigates employees’ perceptions of ESG practices and their influence on brand identification and brand love, based on a quantitative survey conducted among 346 employees from three major Taiwanese airlines; the findings reveal that ESG practices positively influence innovation performance, which, in turn, significantly enhances brand loyalty and brand value, ultimately fostering greater brand love. Moreover, the results indicate that an innovative organizational climate exerts a significant positive moderating effect on the relationship between ESG practices and innovation performance. In contrast, the moderating effect of human capital was not found to be significant.
Keywords: ESG practices; brand loyalty; innovation performance; human capital; innovative organizational climate; airline industry ESG practices; brand loyalty; innovation performance; human capital; innovative organizational climate; airline industry

Share and Cite

MDPI and ACS Style

Chen, F.-R.; Ko, W.-H.; Lu, M.-Y. Linking Sustainability and Brand Love Through Employees’ Insights on ESG Practices in the Airline Industry. Sustainability 2025, 17, 10408. https://doi.org/10.3390/su172210408

AMA Style

Chen F-R, Ko W-H, Lu M-Y. Linking Sustainability and Brand Love Through Employees’ Insights on ESG Practices in the Airline Industry. Sustainability. 2025; 17(22):10408. https://doi.org/10.3390/su172210408

Chicago/Turabian Style

Chen, Fang-Rong, Wen-Hwa Ko, and Min-Yen Lu. 2025. "Linking Sustainability and Brand Love Through Employees’ Insights on ESG Practices in the Airline Industry" Sustainability 17, no. 22: 10408. https://doi.org/10.3390/su172210408

APA Style

Chen, F.-R., Ko, W.-H., & Lu, M.-Y. (2025). Linking Sustainability and Brand Love Through Employees’ Insights on ESG Practices in the Airline Industry. Sustainability, 17(22), 10408. https://doi.org/10.3390/su172210408

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