대한체육회 산하 종목단체의 ESG 경영활동과 종목신뢰, 종목충성도의 관계

Even in the Korean sports environment, ESG management activities are confirmed as an essential practice rather than an option. In this study, we specifically analyzed the relationship between ESG management activities, sport trust, and sport loyalty of sport organizations under the Korea Sports Council. Researchers will conduct competitions for each sport, club groups, and teams from August 17 (Saturday) to September 11 (Wednesday), 2024, targeting regular member sports organizations and athletes aged 19 or older registered in the Korean Sports Council’s operating system. A survey was conducted on 300 people through in-person visits, and a total of 283 questionnaires were empirically analyzed using SPSS 23.0 and AMOS 23.0 programs. The results of the study are as follows. First, looking at the relationship between ESG management activities of sports organizations under the Korea Sports Council and stock trust, the sub-factors of ESG management activities, namely environment, governance, and society, had an influence on stock trust. Second, looking at the relationship between ESG management activities and event loyalty of sports organizations under the Korea Sports Council, the sub-factors of ESG management activities, namely society, governance structure, and environment, had an influence on event loyalty. Third, trust in the sport based on the ESG management activities of the sport organization under the Korea Sports Council had an influence on sport loyalty.