Relationships among green image, consumer attitudes, desire, and customer citizenship behavior in the airline industry

As the number of green consumers increases, many airlines are making a lot of effort to create green images. Since there has been little empirical research on green image in the airline industry, this study investigated the important role of green image in the formation its outcome variables. More specifically, it was proposed that green image has a positive influence on consumer attitudes toward an environmentally friendly airline and desire to take an environmentally friendly airline; (2) consumer attitudes toward an environmentally friendly airline positively affect desire to take an environmentally friendly airline and customer citizenship behavior, and (3) desire to take an environmentally friendly airline has a positive impact on customer citizenship behavior. Based on the proposed hypotheses, a theoretical model was developed and assessed using empirical data from 320 passengers in Korea. The results indicated that green image is an important predictor of consumer attitudes toward an environmentally friendly airline and desire to take an environmentally friendly airline, both of which positively affect customer citizenship behavior.