커피전문점의 소비자들이 인식하는 ESG 경영활동과 기업평판, 프리미엄 가격지불의도 간의 구조 관계 연구

This study examines the structural relationship between ESG management activities, corporate reputation, and intention to pay premium prices as perceived by consumers of coffee shops. To confirm this, a research model and hypothesis was established through theoretical consideration and an empirical analysis was conducted. First, there was a relationship between a coffee shop’s ESG management activities and corporate reputation. Second, the relationship between corporate reputation and intention to pay a premium price was analyzed. As a result of verifying the hypothesis presented through the research model, it was found that coffee shops' ESG management activities (eco-friendly management, social management) had a significant impact on corporate reputation. However, governance factors had no effect on ESG management activities. Also, corporate reputation was found to have a significant effect on the intention to pay a premium price, but governance factors had no effect on ESG management activities. Finally, corporate reputation was found to have a significant effect on the intention to pay a premium price. Therefore, in this study, the hypothesis presented was partially adopted. To summarize the results and meaning of this study, first, the academic implications are that ESG management activities of coffee shops have a positive effect on corporate reputation, and corporate reputation has a positive effect on the intention to pay a premium price. The implications of this are that companies engaging in ESG management activities can increase their intention to pay a premium price by receiving a positive reputation from consumers through management that takes the lead in environmentally friendly and socially responsible activities.