Abstract
The current study aims to examine the roles of airline's corporate social responsibility(CSR). Specifically, the effect of airline's environmental CSR on passengers’ attitude towards the airline and loyalty was investigated. The relationship between passengers’ attitude and loyalty was also examined. In addition, the moderating function of environmental concern was verified. The conceptual model of the study was designed based on the previous research and the research model was empirically tested. The web-based survey was conducted and analyzed the data collected from the 426 passengers who had traveled abroad by airplane within one year because the passengers should recall their flight experience. The analysis results indicated that the airlines’ environmental CSR activities influenced passengers’ favorable attitude and enhanced their loyalty; and the effect of passengers’ attitude on loyalty was also significant. Moreover, environmental concern played a significant moderating role in the relationship between airline's environmental CSR activity and customer attitude. The results of the research provided academic and practical implications.
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