International Journal of Sustainable Transportation

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Relationships among green image, consumer

attitudes, desire, and customer citizenship
behavior in the airline industry

Jinsoo Hwang & Seong Ok Lyu

To cite this article: Jinsoo Hwang & Seong Ok Lyu (2019): Relationships among green image,
consumer attitudes, desire, and customer citizenship behavior in the airline industry, International
Journal of Sustainable Transportation, DOI: 10.1080/15568318.2019.1573280

To link to this article: https://doi.org/10.1080/15568318.2019.1573280

Published online: 01 Mar 2019.

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INTERNATIONAL JOURNAL OF SUSTAINABLE TRANSPORTATION
https://doi.org/10.1080/15568318.2019.1573280

Relationships among green image, consumer attitudes, desire, and customer

citizenship behavior in the airline industry
Jinsoo Hwanga and Seong Ok Lyub
a
Sejong University, Seoul, Republic of Korea; bKorea University, Sejong, Republic of Korea

ABSTRACT ARTICLE HISTORY

As the number of green consumers increases, many airlines are making a lot of effort to create Received 13 March 2018
green images. Since there has been little empirical research on green image in the airline industry, Revised 15 January 2019
this study investigated the important role of green image in the formation its outcome variables. Accepted 15 January 2019
More specifically, it was proposed that green image has a positive influence on consumer atti-
KEYWORDS
tudes toward an environmentally friendly airline and desire to take an environmentally friendly air- Green image;
line; (2) consumer attitudes toward an environmentally friendly airline positively affect desire to environmentally friendly
take an environmentally friendly airline and customer citizenship behavior, and (3) desire to take airline; consumer attitudes;
an environmentally friendly airline has a positive impact on customer citizenship behavior. Based desire; customer
on the proposed hypotheses, a theoretical model was developed and assessed using empirical citizenship behavior
data from 320 passengers in Korea. The results indicated that green image is an important pre-
dictor of consumer attitudes toward an environmentally friendly airline and desire to take an
environmentally friendly airline, both of which positively affect customer citizenship behavior.

1. Introduction enhanced fuel efficiency by about 2%. As a result, United

In recent years, environmental problems, such as global
warming and air and water pollution have become viewed
as more serious worldwide, leading to increased efforts to
protect the environment and nature (Cronin et al., 2011;
Jones et al., 2016; Liu et al., 2012). For example, consumers
are more likely to purchase and use more eco-friendly prod-
ucts/services because they believe that such behaviors are
their responsibility to take good care of the Earth (Chan,
2013; Chen, 2010). Many companies are also changing to
keep up with customers’ environmental needs (Kang & Hur,
2012). Environmental management is considered a critical
issue within the company and engaged in designing and
promoting eco-friendly products/services (Boztepe, 2016;
Cronin et al., 2011). That is, environmental management is
no longer optional, but mandatory.
The importance of green image is no exception to the
airline industry. For instance, Asiana Airlines, one of the
major airlines in Korea, try to save the global environment
and energy by reducing aircraft emissions. As a result,
Asiana Airlines was given honors for its program for envir-
onmental management by the Korean Sustainability Index
(GukjeNews, 2016). In addition, United Airlines put great
deal of effort into environmental management. Because of
the developments in aircraft technology, they developed an
important advancement in aircraft innovation, which helped
to achieve a 20% improvement in fuel efficiency. They also
installed a fuel-saving winglet, which had led to a decrease
of CO2 emissions by 600 tons per aircraft per year and has
Airlines has received the Eco-Aviation ‘Airline of the Year’
Gold Win from Air Transport World (ATW) magazine for
their efforts to protect the environment (United, 2013). The
reports show that many airlines have implemented green
management in order to create the image of an environmen-
tally friendly airline. An environmentally friendly airline
means an airline that makes an effort to formulate and
implement business policies for the protection of environ-
ment (e.g. saving fuel, reducing waste, and recycling)
(Hwang & Choi, 2017). That is, the objective of an environ-
mentally friendly airline is to reduce the problems of envir-
onmental pollution. As airline passengers are more
concerned about environmental issues and more likely to
pursue eco-friendly products/services, more environmental
management is required. Therefore, if airlines offer prod-
ucts/services that satisfy their passengers’ environmental
needs, then their passengers are more likely to have an
image of an environmentally friendly airline.
Despite the importance of green image, no wide-ranging
studies have examined its role in the airline industry to
date. For instance, although there are some studies related
to the green management in the airline industry (e.g.
Cowper-Smith & de Grosbois, 2011; Lee, Seo, & Sharma,
2013; Lynes & Andrachuk, 2008; Lynes & Dredge, 2006),
these studies have been conducted based on qualitative
research, such as case studies and expert interviews, or they
focused more on corporate social responsibility (hereafter
CSR) and corporate social and environmental responsibility
(hereafter CSER). To fill this gap, the purpose of this study

CONTACT Seong Ok Lyu seonglyu@gmail.com Korea University, Sejong, Republic of Korea.

ß 2019 Taylor & Francis Group, LLC
2 J. HWANG AND S. O. LYU
was to investigate the importance of green image in the air-
line industry. More specifically, this study tries to examine
(1) the effect of green image on consumer attitudes toward
an environmentally friendly airline and desire to take an
environmentally friendly airline and (2) the influence of
consumer attitudes toward an environmentally friendly air-
line on desire to take an environmentally friendly airline
and customer citizenship behavior (i.e. feedback, advocacy,
helping, and tolerance) (here after CCB). It is crucial to
understand green image in enhancing consumer attitudes
toward an airline’s brand for retaining current airline pas-
sengers and attracting potential airline passengers, so the
results of this study would be important and meaningful to
airline managers.
2. Literature review
2.1. Green image
Green consumers began to appear in the 1990s as people
realized the dangers of destruction of nature (Kirkpatrick,
1990). This phenomenon can be found in consumer behav-
ior. Consumers are worried about environmental problems
including global warming and habitat destruction, so they
try to buy eco-friendly products (Lee et al., 2010). That is,
companies are necessary to meet customers’ environmental
needs. The most important factor affecting decisions of pur-
chasing eco-friendly products is brand image (Chen, 2010;
Graci & Dodds, 2008; Han & Kim, 2010). For this reason,
many companies tried to make a green image that could be
attractive to their customers (Mayer, Ryley, &
Gillingwater, 2012).
The concept of green image needs to be linked to CSR
and the CSER. CSR refers to “the social responsibility of
business encompasses the economic, legal, ethical, and dis-
cretionary (philanthropic) expectations that society has of
organizations” (Carroll, 1979, p. 500). In other words, CSR
is a corporate voluntary effort to solve social problems. In
addition, CSER is an extended concept of CSR to emphasize
environmental protection and can be defined as “the com-
mitment of firms to contribute to both social and environ-
mental goals” (Lynes & Andrachuk, 2008, p. 378). As
environmental problems become more serious, CSER is also
critical in corporate management (Orlitzky, Siegel, &
Waldman, 2011). More importantly, one of the roles of
CSER is to help the company to form a green image, which
in turn positively affects the consumer behavior (Lynes &
Andrachuk, 2008).
The concept of green image refers to a set of perceptions
of a company in a customer’s mind that are connected to
the environmental commitments and worries (Mart
ınez,
2015). Green image has distinct benefits for running a suc-
cessful business. For example, green image can differentiate
the products/services from the competition because it has a
very symbolic role to represent a company’s brand, so such
green image significantly affects consumers’ purchasing
behavior (Chen, 2008; Peattie & Ratnayaka, 1992). In add-
ition, green image helps lower customers’ switch intention
(Wu et al., 2016).
Previous studies have also shown the significance of
green image. For instance, Chen (2010) proposed a theoret-
ical model to identify the significance of green brand image.
They tested the relationships using 254 respondents who
had the experience of purchasing information and electron-
ics products and suggested that customers had a high level
of satisfaction, trust, and brand equity when they feel that a
brand has a green image. Yusof, Musa, and Rahman (2012)
explored how green image influences loyalty in the retail
industry. They analyzed data collected from 565 customers
and suggested that green image of store is a crucial factor
affecting loyalty. Mart
ınez (2015) investigated the role of
green image using empirical data collected from 382 hotel
customers. Based on a series of data analysis processes, they
found that green image had a positive influence on loyalty.
That is, when customers feel that the hotel company has a
strong environmental reputation, they tend to choose the
hotel company as their first option.
2.2. Consumer attitudes
The concept of consumer attitudes has received much atten-
tion from diverse fields including business, psychology, and
sociology (e.g. Byun & Jang, 2018; Hwang & Hyun, 2017a;
Manaktola & Jauhari, 2007; Voss et al., 2003). Consumer
attitudes can be defined as those attitudes toward a certain
product/service and are deemed a crucial factor in designing
successful competitive strategies (De Chernatony & Riley,
1998; Hwang & Ok, 2013). It needs to distinguish between
customer satisfaction and consumer attitudes. Both terms
are used synonymously, but they have different implications.
For example, although customer satisfaction is the key factor
in evaluating product/service performance (Oliver, 1980,
1999), it is formed by a customer’s evaluation of a specific
transaction of a product or service (Bolton & Drew, 1991).
On the other hand, consumer attitudes are formed by a
comprehensive evaluation of a product or service (Eagly &
Chaiken, 1993; Holbrook & Corfman, 1985), suggesting that
consumer attitudes reflect a broader evaluation of products
or services (Bolton & Drew, 1991; Holbrook & Hirschman,
1982) and thus represent a bigger concept than customer
satisfaction. For this reason, identifying consumer attitudes
toward a product or service is required to predict customers’
behavioral intentions (Voss et al., 2003).
In addition, the importance of consumer attitudes has
been explained by the theory of reasoned action (TRA) and
the theory of planed behavior (TPB). Fishbein and Ajzen
(1975) firstly introduced the TRA in order to explain an
individual’s volitional behavior. The theory suggested the
following two predictors of an individual’s behavioral inten-
tion, which involve the attitude toward the behavior and the
subjective norm. The TPB is an extended version of the
TRA, which was developed by Ajzen (1991). The theory
added the concept of the perceived behavioral control to
increase the predictive ability of an individual behavioral
intention. The two theories commonly argued that when
people have a favorable attitude toward the behavior, they

are more likely to show higher levels of behav-
ioral intentions.
Empirical studies supported the important role of con-
sumer attitudes in the formation of outcome variables. For
example, Hwang and Ok (2013) tried to identify the rela-
tionship between consumer attitudes and brand preference
in the full-service restaurant context. They collected data
from 621 full-service restaurant patrons including 318 casual
and 303 fine dining patrons and showed that consumer atti-
tudes positively affect brand preference. Sanyal, Datta, and
Banerjee (2014) also examined the role of consumer atti-
tudes using empirical data collected from 198 customers in
the luxury market. Based on a series of data analysis proc-
esses, they showed that consumer attitudes toward luxury
brands has a positive influence on intention to use luxury
brands, which positively affects actual usage of luxury
brands. Hwang and Hyun (2017b) analyzed 202 first-class
passengers in the United States and suggested that consumer
attitudes play a critical role in predicting status value, brand
attachment, and willingness to pay a premium.
2.3. Desire
Desire refers to “a state of mind whereby an agent has a
personal motivation to perform an action or to achieve a
goal” (Perugini & Bagozzi, 2004, p. 71). The state in which
people have an internal stimulation, leading a certain behav-
ior is known as a state of desire (Perugini & Bagozzi, 2004).
In general, desire is explained by incorporating socio-psy-
chological models as outcome variables, suggesting that
desire, which is formed based on positive evaluations signifi-
cantly affects decision-making or behavioral-intentions (Han
et al., 2014; Perugini & Bagozzi, 2001).
Empirical studies also showed the importance of desire in
explaining a customer’s decision formation. For example, Song
et al. (2012) examined the relationship between desire and
behavioral intention. They analyzed empirical data collected
from 455 casino customers, and their structural equation mod-
eling analysis revealed that, when casino customers has a high
level of desire, they are more likely to go casino gambling in
the near future. In addition, Han, Hwang, and Kim (2015a)
developed a theoretical model to identify the effect of desire on
re-buying intentions using 377 shopping tourists in Korea.
They found that desire is a key predictor of re-buying inten-
tions. Han et al. (2015b) explored how desire affects intention
to stay in a medical hotel. They collected from 387 inter-
national-medical tourists and showed that desire has a positive
influence on intention to stay in a medical hotel.
2.4. Customer citizenship behavior
The concept of CCB is defined as “voluntary and discretion-
ary behaviors that are not required for the successful pro-
duction and/or delivery of the service but that, in the
aggregate, help the service organization overall” (Groth,
2005, p. 11). Customers with a high level of CCB play the
role of a second employee because their behaviors are as
much of a help to business development as employees
INTERNATIONAL JOURNAL OF SUSTAINABLE TRANSPORTATION 3
(Gruen, Summers, & Acito, 2000; Halbesleben, Becker, &
Buckley, 2003). In other words, customers who have a high
level of CCB are willing to volunteer for the development of
the company. According to Yi and Gong (2013), there are
the following four sub-dimensions of CCB: (1) feedback, (2)
advocacy, (3) helping, and (4) tolerance.

Feedback can be defined as customer response based on
their experience of using the service facility. Customer’
feedback is formed by the comparison of other service
facilities, so they plays an important role in the enhance-
ment of overall service quality (Voss et al., 2003).

Advocacy is defined as recommending the service facility
to other people around them (e.g. family, relatives, and
friends) (also known as word-of-mouth) (Hwang & Lyu,
2018; Groth et al., 2004). People have greater trust in
those close to them, so advocacy has a powerful influence
on decision making when compared with a commercial
advertisement (S€ oderlund, 1998).

Helping can be defined as “customer behavior aimed at
assisting other customers” (Yi & Gong, 2013, p. 1281).
Customers are willing to volunteer to help other custom-
ers when they find the customers who experience a par-
ticular problem in a service facility because they also
experience such a problem (Groth et al., 2004;
Rosenbaum & Massiah, 2007).

Tolerance means the customer’s willingness when the
service ordered by the customer comes later than
expected (Tat Keh & Wei Teo, 2001). The level of toler-
ance is in concordance with the level of attitude toward
a service facility, (Lengnick-Hall et al., 2000), so custom-
ers who have less tolerance tend to make a complaint
about service failures.
2.5. Hypotheses development
2.5.1. Effect of green image on consumer attitudes toward
an environmentally friendly and desire to take an
environmentally friendly airline
Although consumers may have no experience of purchasing a
certain brand’s product/service, consumer attitudes can be
determined by information about a product or company
(Oliver, Rust, & Varki, 1997). Similarly, Ajzen and Fishbein
(2000) suggested that consumer attitudes are formed by their
subjective values and beliefs about evaluations of the object
attributes, so it can be inferred that perceived image—a psy-
chological representation of objective reality—plays an import-
ant role in the formation of consumers’ attitudes toward a
brand (Chen, 2010). Empirical studies also supported this argu-
ment. Jeong et al. (2014) investigated how green image helps
to form attitude toward a brand in a caf
e setting. They found
that green image plays an important role in the formation of
attitude toward a brand. In addition, this study develops
hypotheses 2 based on the following inferences. Customers
who are concerned about the environment actively prefer to
use more eco-friendly products/services with the aim of pro-
tecting the environment (Han & Yoon, 2015). Therefore, if
customers perceive an image that an environmentally friendly
4 J. HWANG AND S. O. LYU
Figure 1. Proposed conceptual model. Note: CAT ¼ Consumer attitudes toward an environmentally friendly airline, DTE ¼ Desire to take an environmentally
friendly airline.
airline is more likely to be successful about its environmental
protection, they would desire to take that airline when travel-
ing. Following this logic, this study hypothesized that green
image is positively associated with desire to take an environ-
mentally friendly airline.
H1: Green image has a positive influence on consumer attitudes
toward an environmentally friendly airline.
H2: Green image has a positive influence on desire to take an
environmentally friendly airline.
2.5.2. Effect of consumer attitudes toward an environmen-
tally friendly on desire to take an environmentally
friendly airline and the CCB intentions
This study developed hypothesis 3 based on the following
inferences. The consumers who have favorable attitudes
toward a certain brand are more likely to desire to use the
brand because such attitudes are created from a positive
evaluation after consuming the brands’ products/services
(Bolton & Drew, 1991; Holbrook & Corfman, 1985). Thus,
it can be inferred that consumer attitudes positively affect
desire. The following empirical studies also identified the
effect of consumer attitudes on desire (e.g. Han et al., 2015a;
Han, Kim, & Lee, 2018; Han, Lee, & Hwang, 2016). For
example, Han et al. (2016) developed a research model to
examine the relationship between attitude and desire using
350 passengers in an environmentally responsible cruise
context. The authors found that when consumers have a
favorable attitude toward an environmentally responsible
cruise, they would desire to travel with an environmentally
responsible cruise in the future. More recently, Han, Lee
and Kim (2018) investigated the effect of attitude on desire
using 429 customers in an environmentally responsible
museum context. They suggested that attitude plays an
important role in the formation of desire.
H3: Consumer attitudes toward an environmentally friendly
airline have a positive influence on desire to take an
environmentally friendly airline.
2.5.3. Effect of consumer attitudes toward an environmen-
tally friendly on the CCB intentions
Empirical studies have shown that consumer attitudes play an
important role in the formation of the CCB intentions. For
example, Spector and Fox (2002) found that customers who
have a favorable attitude toward a certain brand are more likely
to show voluntary and discretionary behaviors. In addition,
Han and Hyun (2017) showed that consumer attitudes help to
enhance behavioral intentions in the context of an environmen-
tally responsible museum. More recently, Han, Yu, and Kim
(2018) argued that when consumers have a favorable attitude,
they are more likely to show higher levels of behavioral inten-
tions in the youth tourism context. Trang, Lee, and Han (2018)
also revealed that pro-environmental attitude is a key factor
that affects the intentions to practice environmentally friendly
actions and the intention to visit a green hotel. Based on these
arguments, the following hypotheses are proposed:
H4a: Consumer attitudes toward an environmentally friendly
airline have a positive influence on feedback about an
environmentally friendly airline.
H4b: Consumer attitudes toward an environmentally friendly
airline have a positive influence on advocacy of an
environmentally friendly airline.
H4c: Consumer attitudes toward an environmentally friendly
airline have a positive influence on helping other consumers
who are willing to take an environmentally friendly airline.
 INTERNATIONAL JOURNAL OF SUSTAINABLE TRANSPORTATION 5

H4d: Consumer attitudes toward an environmentally friendly Table 1. Profile of survey respondents (n ¼ 320).
airline have a positive influence on tolerance involving Variable n Percentage
delayed services. Gender
Male 161 50.3
Female 159 49.7
Income
2.5.4. Effect of desire to take an environmentally friendly $6,001 and over 27 8.4
airline on the CCB intentions $5,001–$6,000 38 11.9
$4,001–$5,000 47 14.7
It is widely accepted that desire is the key antecedent of $3,001–$4,000 67 20.9
CCB intentions. For instance, Han et al. (2015b) collected $2,001–$3,000 67 20.9
data from 387 international-medical tourists in order to ana- $1,001–$2,000 52 16.3
Under $1,000 22 6.9
lyze how desire helps form behavioral intentions. The results Marital status
indicated that desire is a critical predictor of behavioral Single 120 37.5
intentions in a medical hotel. In addition, Han, Meng, and Married 192 60.0
Widowed/Divorced 8 2.5
Kim (2017) examined the role of desire in the bicycle tour- Education level
ism industry. They analyzed the empirical data collected Less than high school diploma 36 11.3
from 394 bicycle travelers and showed a causal relationship Associate’s degree 54 16.9
Bachelor’s degree 192 60.0
between desire and loyalty. More recently, Han, Lee, & Kim Graduate degree 38 11.9
(2018) showed that when consumers have a desire to take Mean age ¼ 39.28 years old
pro-environmental actions, they are more likely to show
green loyalty. Lastly, Wu et al. (2018) also found that green 3.2. Data collection
desire positively affects green experiential loyalty. The fol-
lowing hypotheses are therefore proposed: A definition of the term, ‘environmentally friendly airline,’
was provided on the first page of survey questionnaire in
H5a: Desire to take an environmentally friendly airline has a
positive influence on feedback about an environmentally order to make respondents clearly understand the concept
friendly airline. of an environmentally friendly airline as follows:
“An environmentally friendly airline can be defined as an airline
H5b: Desire to take an environmentally friendly airline has a that tries to establish and implement business policies for global
positive influence on advocacy of an environmentally
environmental protection (e.g. energy and water saving,
friendly airline.
reducing waste, and recycling.”

H5c: Desire to take an environmentally friendly airline has a
positive influence on helping other consumers who are willing
to take an environmentally friendly airline.
H5d: Desire to take an environmentally friendly airline has a
positive influence on tolerance involving delayed services.
2.5.5. Proposed model
Based on theoretical background, 11 theoretical hypotheses
were derived. Integrating the 11 theoretical hypotheses, a
conceptual model was developed (Figure 1).
3. Methods
3.1. Measures
Validated measures in the literature were adapted to an airline
context with varying degrees of modifications. A total of seven
constructs were used in the conceptual model for this study.
Measures for green image were borrowed from Cretu and
Brodie (2007) and Mart
ınez (2015). Measures for consumer
attitudes were adapted from Brennan and Bahn (2006) and
Mitchell and Olson (1981), and those for desire were from
Han and Yoon (2015) and Perugini and Bagozzi (2001).
Customer citizenship behavior consisted of four sub-dimen-
sions, including feedback, advocacy, helping, and tolerance and
were measured with 12 items adapted from Yi and Gong
(2013). All of these measures were assessed using 7-point scales
anchored by ‘strongly disagree (1)’ and ‘strongly agree (7).’
The questionnaire was distributed to 3,735 panel mem-
bers who had taken a flight six months ago via an online
survey company’s system in Korea. From this group, 341
panel members participated in the survey. Of the 341 partic-
ipants, 21 participants were disqualified via a visual inspec-
tion and Mahalanobis distance check. As a result, 320
respondents remained for analyses.
4. Data analysis
4.1. Sample characteristics
The sample (n ¼ 320) in the analysis was 50.3% male
(n ¼ 161). The age of respondents ranged from 20 to 59
with a mean age of 39.28. In terms of income, the respond-
ents were fairly evenly distributed, with the largest group
reporting an income between $2,001 and $3,000 (20.9%,
n ¼ 67) and $3,001and $4,000 (20.9%, n ¼ 67). Most
respondents were married (60.0%, n ¼ 192). Lastly, with
regard to education level, the largest categories were bache-
lor’s degree (60.0%) followed by associate’s degree (16.9%)
(Table 1).
4.2. Confirmatory factor analysis
The measurement model provided a good fit to the data in
the full-service restaurant context (v2(253) ¼ 539.084,
p < 0.001; v2/df ¼ 2.131; IFI ¼ 0.961; CFI ¼ 0.961; TLI ¼
0.954; RMSEA ¼ 0.060). The factor loadings were equal to
6 J. HWANG AND S. O. LYU

Table 2. Confirmatory factor analysis: Items and loadings.

Construct and scale items Standardized loadinga
Green image (Cronbach a ¼ 0.907)
An environmentally friendly airline is more likely to be regarded as the point of reference of environmental commitments. 0.749
An environmentally friendly airline is more likely to have a strong environmental reputation. 0.773
An environmentally friendly airline is more likely to be successful about its environmental protection. 0.855
An environmentally friendly airline is more likely to be well-established about its environmental concerns. 0.869
An environmentally friendly airline is more likely to be trustworthy about its environmental promises. 0.822
Consumer attitudes toward an environmentally friendly airline (Cronbach a ¼ 0.925)
Unfavorable – Favorable 0.759
Dislike – Like 0.883
Bad – Good 0.877
Unpleasant – Pleasant 0.839
Negative – Positive 0.871
Desire to take an environmentally friendly airline (Cronbach a ¼ 0.948)
I desire to take an environmentally friendly airline when traveling. 0.909
I want to take an environmentally friendly airline when traveling. 0.945
My desire of taking an environmentally friendly airline when traveling is strong. 0.929
Customer citizenship behavior
Feedback (Cronbach a ¼ 0.867)
If I have a useful idea on how to improve service for an environmentally friendly airline, I will let the airline know. 814
If I receive good service from an environmentally friendly airline, I will comment about it. 0.820
If I experience a problem at an environmentally friendly airline, I will let the airline know about it. 0.858
Advocacy (Cronbach a ¼ 0.952)
I will say positive things about an environmentally friendly airline to others. 0.920
I am willing to recommend an environmentally friendly airline to others. 0.953
I will encourage others to take an environmentally friendly airline. 0.926
Helping (Cronbach a ¼ 0.932)
I will assist other environmentally friendly airline customers if they need my help. .883
I am willing to help other environmentally friendly airline customers if they seem to have problems. 0.916
I am willing to give advice to other environmentally friendly airline customers. 0.922
Tolerance (Cronbach a ¼ 0.882)
If service is not delivered as expected in an environmentally friendly airline, I am willing to put up with it. 0.837
If the employee makes a mistake during service delivery in an environmentally friendly airline, I am willing to be patient. 0.901
If I have to wait longer than I normally expected to receive the service in an environmentally friendly airline, I am willing to adapt. 0.840
Goodness-of-fit statistics: v2(253) ¼ 539.084, p < 0.001; v2/df ¼ 2.131; IFI ¼ 0.961; CFI ¼ 0.961; TLI ¼ 0.954; RMSEA ¼ 0.060.
a
All factors loadings are significant at p < 0.001.

or higher than 0.749 and all were significant (p < 0.001)
with the t-values, ranging from 11.2 to 31.7 (Table 2).
The descriptive statistics and also associated measures for
each construct are presented in Table 3. Average variance
extracted (AVE) was well above the 0.50 cutoff for all con-
structs, indicating an acceptable level of convergent validity
(Bagozzi & Yi, 1988). Finally, discriminant validity was
assessed by comparing the value of each squared correlation
(R2) and the value of AVE (Fornell & Larcker, 1981). The
results revealed that the value of AVE for each correspond-
ing construct is higher than the value of each squared cor-
relation (R2), suggesting an acceptable level of
discriminant validity.
4.3. Structural equation modeling
A structural equation modeling (SEM) was used in order
to check the proposed model with 11 hypotheses. The
structural model had an adequate fit to the data (v2(263)
¼723.017, v2/df ¼ 2.749, p < 0.001, IFI ¼ 0.956; CFI ¼
0.954; TLI ¼ 0.949; RMSEA ¼ 0.061). Of 11 proposed
hypotheses, all were statistically supported at p < 0.05.
More specifically, green image had a positive influence on
consumer attitudes toward an environmentally friendly air-
line (b ¼ 0.644, p < 0.05) and desire to take an environ-
mentally friendly airline (b ¼ 0.449, p < 0.05). Hence,
hypotheses 1 and 2 were supported. In particular, the
impact of green image on consumer attitudes toward an
environmentally friendly airline was greater than desire to
take an environmentally friendly airline. That is, when
consumers receive a green image from an environmentally
friendly airline, they tend to have a more favorable attitude
toward the airline than a desire to take the airline. In add-
ition, hypothesis 3, which proposed the effect of consumer
attitudes toward an environmentally friendly airline on
desire to take an environmentally friendly airline, was sup-
ported (b ¼ 0.350, p < 0.05). Our results indicated that con-
sumer attitudes toward an environmentally friendly airline
had a significant influence on all four dimensions of the
CCB intentions: feedback (b ¼ 0.190, p < 0.05), advocacy
(b ¼ 0.308, p < 0.05), helping (b ¼ 0.211, p < 0.05), and tol-
erance (b ¼ 0.192, p < 0.05). Thus, hypotheses 4a, 4b, 4c,
and 4d were supported. Lastly, desire to take an environ-
mentally friendly airline plays an important role in the for-
mation of feedback (b ¼ 0.465, p < 0.05), advocacy
(b ¼ 0.505, p < 0.05), helping (b ¼ 0.363, p < 0.05), and tol-
erance (b ¼ 0.157, p < 0.05). Hence, hypotheses 5a, 5b, 5c,
and 5d were supported (Table 4). More importantly, con-
sumer attitudes toward an environmentally friendly airline
and desire to take an environmentally friendly airline have
the most impact on advocacy, which suggests that when
people have positive attitudes toward an environmentally
friendly airline and the desire to take an environmentally
friendly airline, they are more likely to say positive things
about an environmentally friendly airline to others
(Figure 2).
 INTERNATIONAL JOURNAL OF SUSTAINABLE TRANSPORTATION 7

Table 3. Descriptive statistics and associated measures.

No. of item Mean (SD) AVE (1) (2) (3) (4) (5) (6) (7)
(1) Green image 5 5.15 (0.94) 0.664 0.908a 0.617b 0.641 0.618 0.771 0.645 0.443
(2) CAE 5 5.75 (1.01) 0.717 0.381c 0.927 0.637 0.456 0.601 0.399 0.263
(3) DTE 3 5.70 (1.06) 0.861 0.411 0.406 0.949 0.553 0.671 0.448 0.243
(4) Feedback 3 5.16 (.98) 0.690 0.382 0.208 0.306 0.870 0.410 0.769 0.410
(5) Advocacy 3 5.18 (1.12) 0.871 0.594 0.361 0.450 0.168 0.953 0.678 0.450
(6) Helping 3 4.99 (1.00) 0.823 0.416 0.159 0.201 0.591 0.460 0.933 0.510
(7) Tolerance 3 4.39 (1.13) 0.739 0.196 0.069 0.059 0.168 0.203 0.260 0.895
Notes 1: CAE ¼ Consumer attitudes toward an environmentally friendly airline; DTE ¼ Desire to take an environmentally friendly airline.
Notes 2: S.D. ¼ Standard Deviation, AVE ¼ Average Variance Extracted.
Notes 3: (a) composite reliabilities are along the diagonal; (b) correlations are above the diagonal; (c) squared correlations are below the diagonal.

Table 4. Standardized parameter estimates for structural model. environmental protection, they tend to have positive atti-
Standardized estimate t-value Hypothesis tudes toward the airline.
H1 Green image ! CAE 0.644 10.326 Supported Second, the results of data analysis revealed that green
H2 Green image ! DTE 0.449 7.062 Supported image had a positive impact on desire to take an environ-
H3 CAE ! DTE 0.350 5.648 Supported
H4a CAE ! Feedback 0.190 2.616 Supported mentally friendly airline (0.449, p < 0.05). An interpretation
H4b CAE ! Advocacy 0.308 5.123 Supported of this analysis means that when consumers perceive higher
H4c CAE ! Helping 0.211 2.855 Supported
H4d CAE ! Tolerance 0.192 2.395 Supported
levels of green image from an environmentally friendly air-
H5a DTE ! Feedback 0.465 6.245 Supported line, they are more likely to take an environmentally friendly
H5b DTE ! Advocacy 0.505 8.406 Supported airline when traveling. Even though the importance of green
H5c DTE ! Helping 0.363 4.906 Supported
H5d DTE ! Tolerance 0.157 1.970 Supported image in the consumer behavior research has been consist-
Goodness-of-fit statistics: v2(263) ¼ 723.017, v2/df ¼ 2.749, p < 0.001, IFI ¼ ently emphasized (e.g. Chen, 2010; Mart
ınez, 2015; Yusof
0.956; CFI ¼ 0.954; TLI ¼ 0.949; RMSEA ¼ 0.061. et al., 2012), very few studies have investigated its concept
Notes 1: CAE ¼ Consumer attitudes toward an environmentally friendly airline; in the airline industry. In particular, this study first tried to
DTE ¼ Desire to take an environmentally friendly airline.
Notes 2: IFI ¼ incremental fit index; CFI ¼ comparative fit index; TLI ¼ Tucker- examine the effect of green image on desire to take an
Lewis index; RMSEA ¼ root mean square error of approximation. environmentally friendly airline in the airline industry.
Applying the existing theoretical concepts to other fields is
5. Discussion and implications significant and important in the enhancement of the reliabil-
ity and the validity of its concept (Bacharach, 1989). In this
The purpose of this study is to find the effect of green image regard, this study confirmed and extended the existing body
on its outcome variables in the airline industry. More specif- of literature to the airline industry by empirically identifying
ically, this study proposed that green image positively affects the relationship between green image and desire to take an
consumer attitudes toward an environmentally friendly air- environmentally friendly airline.
line and desire to take an environmentally friendly airline Third, consumer attitudes toward an environmentally
when traveling, which in turn have a positive influence on friendly airline were found to exert a positive impact on
four dimensions of the CCB intentions (i.e. feedback, advo- desire to take an environmentally friendly airline (0.350,
cacy, helping, and tolerance). The 11 hypotheses were p < 0.05). It is widely accepted that consumer attitudes are a
derived from the theoretical relationships between the pro- critical factor that affect desire in diverse industries (e.g.
posed constructs. The structural model was evaluated using Han et al., 2015a; Han, Kim, & Lee, 2018; Han, Lee, &
empirical data collected from 320 airline customers and sup- Hwang, 2016). The results of this paper also support the
ported all proposed hypotheses. The data analysis results above argument. This implies that when consumers have
include significant theoretical and managerial implications favorable attitudes toward an environmentally friendly air-
as follows. line, they want to take an environmentally friendly airline
when traveling. Consequently, this study confirmed and fur-
ther expanded the existing literature by finding the effects of
5.1. Theoretical implications consumer attitudes on desire in the context of an environ-
mentally friendly airline.
First, the data analysis results indicated that green image has Fourth, this study also found how to form the CCB
a significant impact on consumer attitudes toward an envir- intentions in the airline industry. More specifically, the data
onmentally friendly airline (0.644, p < 0.05). Most of the analysis showed that consumer attitudes toward an environ-
existing studies have argued that green image is an import- mentally friendly airline and desire to take an environmen-
ant factor that affects consumer attitudes (e.g. Chen, 2010; tally friendly airline help to enhance all of four dimensions
Jeong et al., 2014). However, unlike previous studies, the of the CCB intentions including feedback, advocacy, helping,
results of this study showed the effect of green image on and tolerance. In other words, if customers (1) have favor-
consumer attitudes in the context of an environmentally able attitudes toward an environmentally friendly airline or
friendly airline for the first time. This may be interpreted as (2) desire to take an environmentally friendly airline when
showing that when customers feel that an environmentally traveling, they are more likely to show voluntary and discre-
friendly airline is more likely to be successful with its tionary behaviors for the development of the airline. As
8 J. HWANG AND S. O. LYU
Figure 2. Standardized theoretical path coefficients. Notes 1: CAT ¼ Consumer attitudes toward an environmentally friendly airline, DTE ¼ Desire to take an envir-
onmentally friendly airline; Notes 2: p < .05.
explained earlier, consumer attitudes toward an environmen-
tally friendly airline and desire to take an environmentally
friendly airline are important factors in explaining custom-
ers’ behavioral intentions (e.g. Han et al., 2015b; Han et al.,
2017; Song et al., 2012; Spector & Fox, 2002). The results of
this study also support the effect of consumer attitudes
toward an environmentally friendly airline and desire to
take an environmentally friendly airline on behavioral inten-
tions. Especially, this study is the first to investigate how
consumer attitudes toward an environmentally friendly air-
line and desire to take an environmentally friendly airline
affect the CCB intentions in the airline industry. In this
respect, this study makes important theoretical contributions
the current literature.
5.2. Managerial implications
The findings of this study have the following practical implica-
tions. First, airlines should be more active in protecting our
environment which helps to create green image. In fact, many
airline companies are trying hard to protect the environment.
For instance, American Airlines has set the following bar for
sustainability: Reducing greenhouse emissions, shrinking con-
sumption of fuel, recycling on land and in the air (American
Airlines, 2017). In addition, Emirates airlines has been making
great efforts to protect the natural environment through recy-
cling programs since 2009. In Korea, airlines are also making a
lot of effort regarding green management. Korean Air, one of
the largest airlines in Korea, has established a green manage-
ment policy to protect the natural environment (Korean Air,
2018). As an example of the green management policy, Korean
Air has been conducting a tree planting project to create
healthy forests since 2004. Furthermore, the airline is trying to
introduce new aircrafts to reduce greenhouse gas emissions.
Such environmental management aids to produce a green
image, which have led to the consumers’ positive attitude
toward an environmentally friendly airline and high levels of
desire to take an environmentally friendly airline when travel-
ing, so airline companies need to reflect environmental practi-
ces in their business policy.
In addition, it is widely accepted that employee service qual-
ity is considered an important antecedent of brand image
(Ryu, Lee, & Gon Kim, 2012; Wu, Yeh, & Hsiao, 2011), which
suggests the importance of employee training. Thus, airline
companies are trying to develop education programs for the
employees’ knowledge about environmental issues. Such pro-
grams make employees raise awareness about the importance
of the protection of environment (cf. Mart
ınez, 2015), so they
are more likely to understand environmental management pol-
icies. In particular, there are some passengers who do not
understand the importance and necessity of environmental
management. In this case, flight attendants play an important
role in explaining its reason as they frequent contact with pas-
sengers, so airline companies are required to educate flight
attendants well. By doing so, passengers would understand
more about why airline companies put great deal of effort into
environmental management.
Lastly, it is also recommended the use of advertising
which is one of the most influential in the formation of
green image (e.g. Ankit & Mayur, 2013; Schmuck et al.,
2018; Yoon & Kim, 2016). The goal of green advertisements
is to make the consumers understand that the company is
eco-friendly (Patel & Chugan, 2015). For this reason, many
companies have used green advertisements in order to make

their image eco-friendly. According to Hartmann and
Apaolaza-Ib
an~ez (2009), nature experiences in advertising
aid to develop favorable positive attitudes toward a brand,
so if airline companies use green advertisements, focusing
on nature experiences, such as forests, mountains, and river,
customers are more likely to have positive consumer atti-
tudes toward an environmentally friendly airline and desire
to take an environmentally friendly airline.
6. Limitation and future research
Although the results of study provided significant theoretical
and managerial implications for airline managers, the fol-
lowing limitations should be considered. Since the data used
in this study was only collected in Korea and only one field
of the airline industry, future research is required to test the
proposed model in this study using different samples in dif-
ferent countries and industries. For example, it is widely
accepted that people have different perceptions of eco-
friendly based on Eastern and Western cultures (Minton,
Kahle, & Kim, 2015; Oliver & Lee, 2010), so it is meaningful
to test the proposed model of this study using data collected
from Western countries. In addition, eco-friendly manage-
ment recently has become a critical issue in the cruise
industry (Han & Hwang, 2016; Han, Lee, & Kim, 2018).
Thus, it is worthy to apply this proposed research model to
the cruise industry. Lastly, when compared to the 2016 air-
line characteristics reported by the Korea Civil Aviation
Development Association (2017), the sample of this study
was considered to be representative of the Korean passen-
gers. However, the response rate was slightly lower at 9.1%.
Thus, it is recommended to increase the response rate in
future research.
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