Impact of corporate social responsibilities on customer responses and brand choices

This study developed a sturdy theoretical framework explicating customers’ behavioral intentions for socially responsible airlines by considering the influence of perceived corporate social responsibility (CSR). Our findings demonstrated the critical role of these variables in determining intentions. The CSR dimensions were sufficiently captured by their global higher-order factor. In addition, perceived CSR directly/indirectly triggers its subsequent variables. Moreover, the relationship strength among brand attitude, trust, and intentions was fortified by customers’ awareness of need for airlines’ CSR activities/promotions. This study provides valuable insights regarding why airline CSR is of essence and how perceived CSR is related to airline customer behaviors.