CONSUMER ATTITUDES AND BEHAVIOURAL INTENTIONS TOWARDS CORPORATE SOCIAL RESPONSIBILITY: EVIDENCE FROM THE AIRLINE INDUSTRY

Abstract

This paper explores consumers’ attitudes and behavioural intentions towards corporate social responsibility (CSR) practices in the airline industry by examining the role of consumers’ perceived values and expectations towards CSR initiatives in the airline industry. Data pertaining to customers in the airline industry is used to determine the role of consumer values and expectations in relation to the attitudes and behavioural intentions towards CSR initiatives. According to results, consumer perceptions of value dimensions and CSR expectations have a significant positive effect on customer attitudes when purchasing services in the airline industry. Results also indicate that customer attitudes have a significant positive relationship with consumers’ purchase intentions in the airline industry. The paper discusses implications for managers and adds to the understanding of CSR initiatives and how they can increase companies’ value proposition.