Abstract
Recently, people are getting more interested in global environmental problems, so they try to purchase more eco-friendly products. The importance of this issue is no exception to the airline industry. Many airlines try to product the environment through environmental-friendly management. This study explored the importance of overall image in an environmentally friendly airline context. More specifically, this study proposed that overall image has a significant effect on customer citizenship behavior (i.e. advocacy, tolerance, feedback, and helping). Furthermore, this study tried to identify statistical differences between the above five concepts and socio-demographic and flight experience-related profiles. Data were collected from 316 airline passengers using an online survey in Korea. The results of data analysis showed that overall image positively affects four sub-dimensions of customer citizenship behavior. In addition t-tests and one-way ANOVA results indicated there were statistical differences in socio-demographic and flight experience-related profiles such as age, income level, education level, and the experience of hearing about an environmentally friendly airline.
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