The impact of consistency, appropriateness, and authenticity in airline companies' ESG management initiatives on brand attitude and purchase intentions

Abstract

This research has identified evaluation factors through a comprehensive literature review to empirically assess the influence of ESG (Environmental, Social, and Governance) management activities, as represented by perceived consistency, appropriateness, and authenticity, on brand attitudes and purchase intentions. In order to address potential inconsistencies in the minimum information levels of research participants, stemming from a limited understanding of ESG management activities within the airline industry, educational materials were developed. These materials, based on the airline's ESG management report, took the form of video educational content, incorporating visuals and voiceovers to cover various aspects of ESG management in the environmental, social, and governance domains. Prior to the survey, respondents were provided with the opportunity to review this content to enhance their comprehension of ESG management activities. Data collection was conducted among the general public who had experience using Airline D, spanning from October 22 to November 11, 2022. A total of 217 completed surveys were included in the research analysis, with 28 surveys excluded due to missing data. The research findings indicate that the public's perception of consistency, appropriateness, and authenticity concerning ESG management activities within the tourism industry has a positive impact on brand attitudes. Additionally, brand attitude positively influences purchase intentions. Notably, authenticity emerged as the most significant factor among the three, emphasizing the importance of companies' genuine efforts to enhance authenticity through substantive, practical actions, rather than superficial ESG management activities aimed solely at mitigating personal interests or addressing negative incidents. This aligns with stakeholders' long-term expectations for ESG management activities, reflecting a sincere commitment to the public interest.