A Study on the Impact of Airline ESG Management on Brand Trust and Behavioral Intention

The purpose of this study is analyze the impact of an airline's ESG management on shaping customer brand trust and to elucidate the impact of brand trust on customer behavioral intentions.This study examined the impact of airline ESG management on brand trust and behavioral intentions.The analysis revealed that airline ESG management had a significant positive impact on both brand trust and behavioral intentions.These findings suggest that airlines need to utilize ESG management not simply as a social contribution activity but as a strategy to build customer trust to secure sustainable competitiveness.Furthermore, given the direct impact of ESG management on brand trust, proactive communication strategies are needed to ensure that customers perceive environmentally friendly management, social responsibility, and governance.