호텔 기업의 ESG 활동이 사회적 소비가치와 구매의도에 미치는 영향

This study surveys consumers with experience using hotel campanies aimed to explore 1) the relationships between among ESG activity, social consumption, purchase intention, 2) the relationship between social consumption value and purchase intention, and 3) the mediating effect of social consumption value. From online questionnaires answered by consumers with experience using hotel campanies, 355 valid samples are used for analysis. For empirical analysis, simple and multiple hierarchical regression analyses are conducted. First, the results of this study shows that ESG activity has a positive effect on social consumption value and purchase intention. Second, social consumption valuehas a positive effect on the purchase intention. Third, there is a mediating effect of from social consumption value between ESG activity and purchase intention. Currently, companies' ESG activities are viewed as effective management strategies that can positively impact both consumers and investors, fostering long-term growth. As a practical implication, it proposed a marketing plan for hotel companies to stimulate consumption through research on the consumption value of ESG activity, and presented basic data necessary to prepare strategic measures to form a positive image of ESG activity.