기업의 ESG 경영이 브랜드자산 및 구매의도에 미치는 영향: 중국 산동성의 스타벅스를 중심으로

Purpose – The purpose of this study is to understand the relationship among Starbucks' ESG management, brand equity, and purchase intention using Starbucks in Shandong Province, China. We also investigate the moderating effects of digital transformation and the mediating effect of brand equity. Design/Methodology/Approach – In this study, a research model was built based on existing studies and demonstrated using multiple regression analysis. Findings – First, except for 'energy efficiency', the remaining independent variables were found to have a significant impact on brand equity. Second, except for 'eco-friendly management', it was confirmed that the rest of all independent variables had a significant effect on purchase intention. Third, the moderating effects of digital transformation and the mediating effect of brand equity were confirmed. Research Implications – Starbucks' strategy of combining “ESG management” and “digital transformation” had a positive significant effect on brand assets and purchase intentions. In addition, although Starbucks is a multinational company, it must comply with Chinese laws in the Chinese market, and this must be noted when dealing with consumers in the Chinese market.