The Impact of Airline Continuity Behavior and Corporate Image on Consumers' Purchase Intentions: Brand Loyalty as a Moderating Variable

Abstract

Nowadays, corporations are moving towards sustainable management, and the social responsibility reports released by corporations show their sustainable behaviors. Aviation is a high-polluting industry with high carbon emissions, which makes it even more important for airlines to have a sustainable management plan. Consumers are also becoming more aware of the need to go green in order to minimize environmental damage and enhance human well-being. The purpose of this study is to examine the impact of corporate sustainability behaviors on airline ridership, the role of corporate image as a mediator, and the moderating effect of brand loyalty on ridership. A total of 412 questionnaires were collected from consumers who have traveled on airplanes. After deducting 50 invalid questionnaires, 362 valid questionnaires were collected, with a usability rate of 87.8%. Empirical factor analysis, reliability analysis, correlation analysis and hierarchical regression model were applied. The results of this study show that corporate sustainability behavior and corporate image have a significant positive effect on purchase intention, corporate image plays a part in mediating the effect of corporate sustainability behavior on purchase intention, and consumers' brand loyalty strengthens the effect of corporate image on purchase intention. Finally, this study proposes some recommendations for airlines to make sustainable behavior decisions.