Author(s): MinA Han, KyungJae Rhee
Because of the seriousness of the environmental crisis, demands that companies behave in an eco-friendly manner have increased. In addition, the global pandemic of COVID-19 has become an opportunity to stress the need for a more rigorous response to the current situation. The Organization for Economic Cooperation and Development (OECD) and European Union (EU) are making the provision of economic stimulus measures contingent upon eco-friendly management to overcome the pandemic. This has attracted the attention of the aviation sector. The present study verified empirically the structural impact of airlines’ eco-friendly activities on corporate trust and customer citizenship behavior (CCB). It found that in-flight service and waste recycling had a positive effect on corporate trust. In-flight service had a positive effect on advocacy, and waste recycling and corporate trust had a positive effect on advocacy, tolerance, and helping in terms of CCB.