VAB 모델을 적용한 외식기업의 ESG 가치와 태도, 구매의도에 관한 연구: 성별 조절효과

This study applied the VAB model to examine the relationships between the value of ESG activities in food service companies, consumer attitudes, and purchase intentions, as well as the moderating role of gender. The findings revealed that consumers who were aware of the environmental, social, and governance efforts of food service companies exhibited positive attitudes toward addressing environmental and social issues and improving corporate governance. These attitudes were found to significantly influence purchase intentions for products of companies practicing ESG activities. Additionally, the study highlighted that women are more responsive to environmental activities, whereas men recognize the value of social activities, which impacts their purchase intentions. These results suggest that ESG strategies can be tailored based on consumer gender.