피부관리샵의 ESG 경영활동이 재방문 의도에 미치는 영향: 30대-40대 소비자의 ESG 인식의 매개효과를 중심으로

This study analyzes the impact of ESG (environmental, social, and governance) management activities on revisit intentions among skin care shop users in their 30s and 40s in the Daegu and Gyeongbuk regions, examining the mediating effect of consumers’ ESG awareness in this relationship. The findings indicate that governance and environmental factors within ESG management activities have a significant positive impact on revisit intentions. Consumers’ ESG awareness mediates this relationship by strengthening the positive link between environmental management activities and revisit intentions, serving as a critical connection between the sustainability efforts of skin care shops and customer behavior. The study confirms that ESG management activities are essential for building customer trust, enhancing brand loyalty, and increasing revisit intentions. However, its focus on consumers in their 30s and 40s and reliance on self-administered questionnaires introduce limitations, including potential response bias and restricted age diversity. Future research should address these limitations by including more diverse demographic groups and incorporating behavioral data to improve generalizability and reliability. This study provides a theoretical and practical foundation for understanding how the ESG management activities of skin care shops can promote repeat visits and contribute to the economic growth of the beauty industry.