Effects of ESG Management Dimensions on Airline Likeability and Choice Intention: The Mediating Role of Likeability and the Moderating Role of Prior Knowledge

This study examines how consumers perceive the importance of airline ESG (Environmental, Social, Governance) practices and how these perceptions influence likeability and behavioral intentions. A survey was conducted with airline service users, and multiple regression and hierarchical regression analyses were employed for empitical test. Survey results show that environmental and social components significantly affect likeability, while only environmental management impacts behavioral intention. Likeability fully mediates the effect of environmental importance on behavior. Additionally, prior ESG knowledge weakens the positive link between environmental importance and likeability. Implications for airline ESG strategies and future research directions are discussed.