소비자의 지속가능성 의식이 외식기업의 ESG 활동 인식과 행동에 미치는 영향 - ESG 인지의 조절효과 -

This study empirically investigates the impact of consumers’ sustainability consciousness on their perceived ESG(Environmental, Social, Governance) value in the context of the foodservice industry, and examines the moderating effect of ESG awareness on this relationship. Furthermore, the study explores how perceived ESG value influences consumers’ attitudes toward the company and their purchase intentions. A survey was conducted in April 2024 with 326 consumers aged 20 to 50 residing in the Seoul and Gyeonggi regions. The collected data were analyzed using multiple and hierarchical regression analyses with SPSS 23.0. The results indicate that sustainability consciousness significantly affects all three dimensions of ESG value environmental, social, and governance with perceived social value exerting the strongest influence on both consumer attitudes and purchase intentions. Additionally, ESG awareness was found to moderate the relationship between sustainability consciousness and perceived social value. These findings highlight the critical role of internal consumer characteristics, such as ESG awareness, in shaping responses to ESG initiatives. Accordingly, foodservice companies are encouraged to develop tailored communication strategies that take consumer awareness levels into account when designing and implementing ESG strategies.