(The) Impact of Sustainability Attitudes and Behavioral Intentions : An Integration Perspective of the CAB Model and the Sustainable Marketing Mix

다국어 초록 (Multilingual Abstract)

This study aims to explain how passengers’ sustainability-related attitudes are translated into behavioral intentions within an airport context by proposing and empirically testing an integrated framework that combines the Cognitive–Affective–Behavioral (CAB) model with the Sustainable Marketing Mix. As sustainability and ESG considerations have become central to corporate and public-sector strategies, airports are increasingly recognized not only as transportation infrastructure but also as global service platforms and brand actors that embody public responsibility and commercial objectives. Despite this shift, prior research has largely focused on environmental or green marketing perspectives, offering limited insight into how passengers’ attitudinal structures systematically lead to behavioral outcomes in airport settings. To address this gap, the present study conceptualizes sustainability attitude as a second-order CAB construct and examines its effects on perceptions of the sustainable marketing mix (Product, Price, Promotion, and Place). Furthermore, it investigates how these marketing-mix perceptions influence key outcome variables—Image, Perceived Value, Loyalty, and Willingness—thereby clarifying the structural pathways through which sustainability attitudes are converted into behavioral intentions. The study also incorporates Consumer Social Responsibility (CnSR) as both an antecedent and a moderating variable, and compares structural relationships between Korean and foreign passenger groups. Empirical data were collected from passengers who had experienced Incheon International Airport, including both Korean and foreign respondents. The data were analyzed using SPSS and AMOS, employing reliability analysis, confirmatory factor analysis, structural equation modeling, multi-group analysis, and latent interaction modeling. The results demonstrate that sustainability attitudes, operationalized through the CAB framework, have significant positive effects on perceptions of the sustainable marketing mix. In turn, marketing-mix perceptions exert significant positive influences on image, perceived value, loyalty, and willingness. These findings indicate that sustainability initiatives are most effective when they are embedded across the entire service and value proposition rather than communicated as isolated environmental messages. The analysis further reveals that Consumer Social Responsibility has partial direct effects and exhibits a negative moderating effect on the relationships between CAB and the sustainable marketing mix. This suggests that for consumers with a high level of social responsibility, additional sustainability cues may generate diminishing marginal effects. Multi-group analysis identifies meaningful differences between Korean and foreign passengers in certain structural paths, highlighting the importance of nationality- and culture-sensitive sustainability marketing strategies. This study contributes theoretically by redefining airports as proactive sustainability marketing agents and by offering an integrated model that links sustainability attitudes, marketing strategies, and behavioral intentions. From a managerial perspective, the findings provide practical implications for airport operators and policymakers seeking to enhance passenger engagement, brand value, and long-term sustainability through strategically designed sustainability marketing initiatives. Keyword : CAB model, Sustainability marketing, Image, Perceived value, Loyalty, Willingess

목차 (Table of Contents)

• Chapter 1 1
• Chapter 2 12
• Chapter 3 48
• Chapter 4 59
• Chapter 5 114
• Reference 123
• Appendix A : Survey Questionnaire (English) 164
• Appendix B : 학술 연구 설문지 (한국어) 177
• 국문요약 189