ESG 프로젝트활동에대한 Z세대의추가지불의도 : 커피프랜차이즈를중심으로

Coffee franchise companies have recently strengthened their value collaboration to practice ESG management and are working to increase their favorability for the brand among young consumers who highly appreciate value consumption. This study examined the perception of Generation Z towards the coffee franchise brands who is strongly emerging as a loyal consumer group, and found out whether these positive evaluation influence price fairness and intention to pay additional price. To test the hypothesis for the study, data from 152 consumers who have used coffee franchises of Generation Z were analyzed using a structural equation model. The results showed that environmental and governance activities among ESG activities had a positive effect on the brand image of coffee franchises. On the other hand, it was found that social activities had no effect. In addition, it was found that the brand image had a positive effect on price fairness and additional price payment intention. Furthermore, price fairness was also found to have a positive effect on the intention to pay additional prices. It means that Generation Z pursuing value consumption highly appreciates fairness in price by forming a good brand image through environmental protection activities, win-win cooperation with franchisees and ethical management of franchisors, which leads to value consumption.