커피전문점의 지속가능경영과 브랜드 충성도 관계에서 사회적 연결감의 매개효과

Purpose: The purposes of this study were to investigate the effects of sustainability management on brand loyalty as well as the mediating effects of social connectedness on the relationship between sustainability management and brand loyalty at coffee specialty shops. Methods: An online survey of 328 customers in Seoul who use coffee shops at least once a month was conducted. Data were analyzed using SPSS Windows. Sustainability management activities were measured in three categories: economic, social and environmental responsibility. Results: Of the 328 subjects, 48.8% were male, 33.2% were in their 20s, 32.6% in their 30s, and 34.1% in their 40s. The results confirm that economic, social, and environmental responsibility had favorable effects on social connectedness and brand loyalty. Further, connectedness had a significant positive influence on brand loyalty. Conclusion: Analysis of the mediating role revealed the effects of sustainability management on brand loyalty was partially mediated by social connectedness.