스포츠브랜드의 ESG경영활동이 ESG 진정성, 적합성 그리고 소비행동의도에 미치는 영향

Recently, with increasing interest in social value and sustainable development, ESG management activities have become essential components of corporate operations. Sports brands, in particular, are implementing ESG activities by integrating the public nature and social integrative role of sports into their brand management philosophy and strategy. This study analyzes the effects of sports brands’ ESG management activities on ESG authenticity, ESG fit, and consumer behavioral intention. To this end, frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, structural equation modeling, and mediation effect analysis were conducted using SPSS 21 and AMOS 21. The results are as follows: First, among ESG management activities, only environmental activity positively influenced consumer behavioral intention. Second, environmental and social activities had a positive impact on ESG authenticity. Third, only governance activities positively affected ESG fit. Fourth, ESG authenticity positively influenced ESG fit. Fifth, ESG authenticity had a positive effect on consumer behavioral intention. Sixth, ESG fit had a positive effect on consumer behavioral intention. Seventh, ESG authenticity and fit mediated the relationship between environmental activities and consumer behavioral intention. Eighth, ESG authenticity and fit mediated the relationship between social activities and consumer behavioral intention. Ninth, ESG fit mediated the relationship between governance activities and consumer behavioral intention. Thus, as sports brands’ ESG management activities can directly or indirectly influence consumer behavioral intention through ESG authenticity and fit, it is crucial to pursue management goals and ESG strategies in a sincere and consistent manner to meet consumer expectations.