프랜차이즈 외식업체의 친환경 경영활동이 기업 브랜드이미지 및 기업평판, 고객행동의도에 미치는 영향 연구

This study investigates the impact of eco-friendly management activities in the restaurant industry on brand image, corporate reputation, and customer behavioral intentions, with the aim of deriving strategic implications for sustainable management practices. Eco-friendly management activities were categorized into four dimensions: recycling, eco-friendly education, eco-friendly materials, and eco-friendly promotion. An empirical analysis was conducted to examine how these factors influence brand image, corporate reputation, and customer behavioral intentions. A total of 233 valid responses were collected through the research agency Macromill Embrain to ensure sample representativeness. Data were analyzed using SPSS/PC+ WIN 21.0 and AMOS 18.0. The findings reveal that: H1, recycling and eco-friendly education significantly influence brand image; H2, brand image positively affects corporate reputation; H3, brand image also has a significant impact on customer behavioral intentions, including purchase intention, word-of-mouth, and repurchase intention; and H4, corporate reputation positively influences customer behavioral intentions. These results suggest that restaurant businesses should actively engage in recycling and eco-friendly education to enhance their brand image. Furthermore, establishing a strong brand image can lead to a favorable corporate reputation and positively affect customer behaviors. Future research should incorporate a larger and more diverse sample, along with additional variables, to deepen the understanding of eco-friendly management strategies.