스포츠용품 기업의 ESG 경영활동과 기업이미지, 구매의도의 관계

The purpose of this study is to investigate the relationship between ESG management activities of sporting goods companies, corporate image, and purchase intention. The conclusions obtained by conducting a survey targeting MZ generation sports goods consumers living in Seoul and Gyeonggi-do are as follows. First, in the relationship between ESG management activities and corporate image of sporting goods companies, all of the environmental factors, social factors, and governance factors, which are sub-factors of ESG management activities, had a significant impact on corporate image, so Hypothesis 1 was adopted. This confirmed that the perception of corporate image is changing in accordance with the change in the perception of ESG among sporting goods consumers. Second, in the relationship between ESG management activities and purchase intention of sporting goods companies, social factors, which are sub-factors of ESG management activities, had a significant impact on purchase intention, but environmental factors and governance factors did not have a significant impact. Hypothesis 2 was partially accepted. This confirms the possibility that the perception of sporting goods consumers may be different from other fields as only social factors have an influence on purchase intention, unlike existing previous studies. Third, in the relationship between corporate image and purchase intention, corporate image had a significant effect on purchase intention. It was confirmed that the corporate image can be positively improved through ESG management activities, and the formation of a positive corporate image can increase purchase intention.