외식기업의 ESG 경영이 구매의도에 미치는 영향: ESG 경영 지각의 조절효과

This study attempted to examine whether ESG perception plays a role in controlling customers' purchase intentions in ESG management of restaurant companies. To verify the hypothesis of this study, 300 questionnaires were distributed from October 20 to November 20, 2023, with 291 copies collected and 284 valid samples empirically analyzed using the statistical program SPSS 20.0. Frequency analysis was conducted to find out the characteristics of the sample. Exploratory factor analysis and reliability analysis were then conducted to confirm the validity and reliability of the measurement scale, and correlation analysis of the measurement scale was also conducted. The results of the regression analysis and the hierarchical regression analysis were used to verify the hypothesis. First, it was found that ESG management of restaurant companies had a significant effect on customers' purchase intentions. Second, it was found that ESG perception played a role in controlling between ESG management and purchase intention, confirming that customers' purchase intention improves when ESG management is highly perceived. Accordingly, the theoretical implications were to examine customers' ESG management responses to restaurant companies, confirming that the more ESG management was developed, the better the purchase intention improved. As a result, it established a theoretical framework for restaurant companies' ESG management to affect sustainability, it suggested that various activities for ESG management are sustainable, and it found that it is necessary to improve ESG perception through strategic ESG management.