An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender

By Jinsoo Hwang, J. Choi. 2017

115 citations recorded by the source corpus.

In recent years, as natural environmental problems have become more serious, environmentally friendly airlines have been attracting attention from many practitioners and scholars. The purpose of this study was to apply the concept of psychological benefits of green brands in an environmentally friendly airline context. Based on the theoretical relationships between the conceptual constructs, a model was developed and then evaluated using data collected from 322 airline passengers in Korea. The results indicated that the three sub-dimensions of psychological benefits of green brands (i.e., warm glow, self-expressive benefits and nature experiences) help to enhance the overall image of an environmentally friendly airline. Furthermore, the overall image plays an important role in the formation of three outcome variables: intentions to use, word-of-mouth intentions and willingness to pay more. Lastly, gender moderates the relationship between overall image and intentions to use.

Subfields: Management, Monitoring, Policy and Law, Marketing

View Paper: https://www.semanticscholar.org/paper/e50e01e61c46a7ab79edb46a75f4c171827ed940

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management, Monitoring, Policy and Law

1. Woohyoung Kim
2. Sun-bai Cho
3. Jinsoo Hwang

In Marketing

1. Woohyoung Kim
2. Sun-bai Cho
3. Jinsoo Hwang

Citations in the corpus

• Consequences of psychological benefits of using eco-friendly services in the context of drone food delivery services (2019, methodology): “More recently, Hwang and Choi (2018) found that if passengers have psychological benefits including warm glow, self-expressive benefits, and nature experiences”