Assessing asymmetric selection of responsible airlines based on CSR, normative, and emotional factors: a complexity approach with SEM, fsQCA, and NCA

This study comprehensively explored the roles of corporate social responsibility (CSR), normative, and emotional factors in the formation of the intention to select a responsible airline, based on the Theory of Planned Behavior (TPB), the Norm Activation Model (NAM), and complexity theory using the structural equation modeling (SEM), fuzzy-set qualitative comparative analysis (fsQCA), and necessary condition analysis (NCA). The SEM results indicated that economic and environmental responsibility, social and personal norms, and anticipated feelings of pride positively affect intentions to use a responsible airline. The fsQCA and NCA results identified complex causal recipes for the formation of intention to select a responsible airline and predicted that there is no single necessary condition. Research findings contribute significant theoretical and practical insights into tourists' decision-making mechanisms regarding the selection of responsible airlines, which could further promote the sustainable development and competitiveness of the airline industry.