The Role of Environmental, Social, and Governance in Sustainability in the Service Industry: Comparison of Responses Between Hospitality and Airline Customers

ABSTRACT The purpose of this study was to explain customers' emotional and behavioral responses to hospitality and airline companies engaged in environmental, social, and governance (ESG). The analysis found that engaging in ESG had a positive effect on customers' emotional and behavioral responses for both hospitality and airline companies. An empirical analysis was conducted based on the data collected to achieve the research objectives, and the data used for the empirical analysis were obtained through a professional data collection agency. The empirical analysis employed 237 hospitality samples and 225 airline samples, respectively. The results of this study demonstrate that ESG is an activity that has a positive effect on hospitality and airline companies. The study provides significant theoretical and practical insights.