Influence of an Airline’s Corporate Social Responsibility on Passengers’ Airline Choices
摘要
This study explores airlines’ corporate social responsibility (CSR) engagement and its influences on passengers’ airline choices. Most previous studies examine passenger perceptions of airlines with respect to environmental concerns. This research explores all CSR aspects, particularly passenger awareness of CSR, the importance passengers place on various aspects of CSR, and how this influences their airline choice. The research is based on a 2023 online questionnaire of 331 participants recruited worldwide, which is analysed using non-parametric correlational and regression tests. Results show that passenger awareness of CSR is low, especially amongst 18–24-year-olds, and awareness is only weakly associated with the importance placed on CSR. However, the importance passengers place on CSR factors ultimately influences their final airline choice, thus highlighting that CSR engagement is a useful tool for airlines. Moreover, results reveal that passengers place importance on all areas of CSR, not just environmental aspects. Thus, it is recommended that airline communications cover all aspects of CSR and be tailored for the range of intended demographic groups, especially age.