ESG 경영이 외식기업 이미지와 구매의도에 미치는 영향

Purpose – This study examines the impact of ESG management of restaurant companies on the image of restaurant companies and consumers' purchase intention. Through this, we aim to emphasize the importance of ESG activities in restaurant companies and encourage active participation of companies for sustainable growth. Design, data, and methodology –To achieve the research purpose, a web survey was conducted on people aged 20 to 50 who visited restaurant companies that had engaged in ESG activities over the past three months, and the collected data was analyzed using SPSS 25.0. Result – The analysis results are as follows. First, the environment, value chain productivity, and governance have a positive impact on corporate reputation. Second, environment and governance have a positive impact on consumer benefits. Lastly, the image of a restaurant company has a positive effect on purchase intention. Conclusions – These results suggested specific ways for restaurant companies to improve their corporate image by actively utilizing environmental management and governance management among ESG activities. As a result, this study is meaningful in suggesting directions for restaurant companies to more actively pursue ESG management activities through empirical research results.