스포츠 브랜드의 ESG경영활동이 소비자의 지각된 가치와 구매의도에 미치는 영향

Recently, consumers have increasingly used criteria such as environmental friendliness, sustainability, social responsibility, and transparent governance to evaluate their purchases. As a result, many sports brands are leading the way in ESG (Environmental, Social, and Governance) management. This study aims to analyze the impact of sports brands' ESG management activities on perceived value and purchase intention, and to provide academic and practical insights. To achieve this, the study utilized SPSS and AMOS software to conduct frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling analysis. The findings are as follows: First, among the ESG management activities of sports brands, only environmental activities have a positive effect on purchase intention. Second, among the ESG management activities of sports brands, environmental and social activities positively influence ethical and social values, while only social activities positively influence economic value. Third, all perceived values (social, ethical, economic) formed through sports brands' ESG management activities have a positive impact on purchase intention.