The Effect of Airlines' Eco-Friendly Management Activities on Reuse Intention by Applying VBN Theory
Shin Ok Joo · Journal & Article Management System · 2024
Purpose - This study tries to understand the effect of Airlines' Eco-Friendly Management Activities on Reuse Intention by Applying VBN Theory.Design, data, and methodology - This study conducted a survey of consumers who have used airlines within the last year. Online and offline surveys were conducted for the study. The survey was conducted between Dec 10 and Dec 28, 2023, and 278 valid questionnaires were analyzed. Data analysis was conducted using SPSS 23.0 the hypothesis was tested through regression analysis.Result - The VBN(Value-Belief-Norm) Theory consists of Biospheric Value, Awareness ofConsequences, Ascription of Responsibility, Personal Norm according to the literature review. The results of this revealed that first, Airlines' Eco-Friendly Management Activities had a positive effect on Biospheric Value of VBN theory. Second, The influence relationship among the Biospheric Value, Awareness of Consequences, Ascription of Responsibility, Personal Norm of the VBN theory presented in previous studies was confirmed once again. Third, Personal Norm of VBN theory had a positive effect on Reuse Intention.Conclusions - As a result, it was possible to confirm the importance of airlines' eco-friendly management activities. It was confirmed that the vbn theory is appropriate for predicting the tourists’ Reuse Intention who perceived eco-friendly management activities.