외식기업의 ESG 경영활동이 소비자의 행동 의도에 미치는 영향: 종업원 진정성의 조절 효과

This study aims to investigate whether authenticity acts as a moderating variable between restaurant companies' ESG management activities and consumer behavioral intentions. To test the hypothesis, a survey was conducted among consumers with experience purchasing products and services in the restaurant business. Analysis was performed using SPSS 20.0 on 275 valid responses, yielding two main findings. First, ESG activities significantly influence consumer behavioral intentions. Second, the authenticity of employee service acts as a moderating variable, strengthening the impact of ESG activities on consumer behavioral intentions. Therefore, the proposed hypothesis based on previous research is partially supported, suggesting that genuine service provided by employees can enhance consumer behavioral intentions towards restaurant companies' ESG activities. Additionally, this supports the theory that ESG activities of restaurant companies affect their sustainability. However, no moderating effect was observed in social activities, indicating that the role of employees in maintaining a favorable relationship between foodservice companies and society is limited.