확장된 계획행동이론(ETPB)을 적용한 밀키트의 구매의도에 관한 연구: ESG 경영에 대한 소비자 인식의 조절효과

In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers’ intention to purchasemeal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigateits influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBMSPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjectivenorm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behaviortoward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted. The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive andsignificant effect on attitude and perceived behavioral control.