스포츠 브랜드의 ESG 경영활동이 지각된 기업이미지와 가격공정성 그리고 구매의도에 미치는 영향

Recent consumers have increasingly prioritized environmental friendliness, sustainability, social responsibility, and transparent governance in their purchasing decisions, prompting many sports brands to lead in ESG (Environmental, Social, and Governance) management. This study aimed to analyze the impact of sports brands’ ESG management activities on perceived corporate image, price fairness, and purchase intention, providing both academic and practical implications. Frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling were conducted using SPSS and AMOS programs. The results revealed that: first, only environmental activities among sports brands’ ESG management activities had a statistically significant positive impact on purchase intention; second, all ESG management activities (environmental, social responsibility, and governance) positively influenced corporate image; third, only environmental activities and governance structures had a positive impact on perceived price fairness; fourth, the corporate image formed through sports brands’ ESG management activities positively affected perceived price fairness; fifth, the perceived corporate image positively influenced purchase intention; and sixth, the perceived price fairness positively impacted purchase intention. These findings suggest that sports brands’ ESG management activities are not merely trend-following but represent core values for sustainable development, enhancing corporate image and increasing consumer purchase intention.