Repurchase Intention: The Effect of Corporate Social Responsibility and the Mediating Roles of Environmentally Friendly Image and Customer Attitude
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Abstract
This study aims to investigate the relationship between corporate social responsibility, environmentally friendly image, customer attitude, and repurchasing intention of full-service airline customers. A quantitative research approach was employed, using survey data collected from 408 Thai travellers. The data were analysed using partial least squares structural equation modeling. The findings revealed that corporate social responsibility positively influences the environmentally friendly image of airlines but does not directly impact customer attitude. In contrast, an environmentally friendly image has a significant positive influence on customer attitude, which, in turn, positively affects repurchase intention. This study emphasizes the importance of sustainable operations in building customer loyalty and enhancing competitiveness in the airline industry. The findings suggest that airlines should focus on developing an environmentally friendly image, as it directly influences customer attitudes and repurchase intentions. Strategic initiatives such as advertising campaigns and environmental education programs should align with customer expectations to foster long-term repurchasing.
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