프랜차이즈 기업의 ESG 활동이 기업동일시, 평판 그리고 태도에 미치는 영향

Purpose: As ESG (Environmental, Social, and Governance) initiatives gain traction in corporate strategy, consumer perception of ESG activities plays a crucial role in shaping brand reputation and loyalty. This study explores the impact of ESG activities on corporate identification, reputation, and consumer attitudes in the food and beverage franchise sector. Research design, data, and methodology: To achieve the study’s objective, data was collected from 327 respondents aged 19 or older who were aware of ESG activities. A survey was conducted based on real-world ESG initiatives of a domestic food and beverage franchise company. The collected data was analyzed using SPSS 28.0 and SmartPLS 4.0 to examine the relationships among ESG perception, expectation-confirmation, corporate reputation, and consumer attitudes. Results: Environmental and social ESG activities positively influence corporate reputation and consumer attitudes, while governance-related activities have a relatively lower impact. Expectation-confirmation mediates the relationship between ESG perception and corporate reputation, reinforcing the role of ESG communication in shaping consumer trust. Conclusions: Franchise companies should align their ESG strategies with consumer expectations, focusing on environmental and social factors to enhance brand reputation. Transparent and consistent ESG efforts are essential for maximizing consumer trust and fostering long-term brand loyalty.