The purpose of this paper is to investigate consumers’ attitudes and behavioural intentions towards corporate social responsibility (CSR) practices in the airline industry by exploring the role of consumers’ perceived values and expectations towards CSR initiatives in the airline industry. Data collected from airline industry customers, were used to empirically test the role of consumer values and expectations in relation to the attitudes and behavioural intentions towards CSR initiatives. Results indicate that consumer perceptions of value dimensions and CSR expectations have a significant positive effect on customer attitudes when purchasing services in the airline industry. Results also indicate that customer attitudes have a significant positive relationship with consumers’ purchase intentions in the airline industry. The paper offers valuable insights to airline company managers with on how CSR initiatives can be used towards increasing companies’ value proposition.