IPA를 활용한 스포츠브랜드 ESG활동의 중요도-만족도 분석

The purpose of this study is to analyze consumers’ perceptions of Environmental, Social, and Governance (ESG) activities carried out by sports brands and to compare the importance and satisfaction levels of each activity using the Importance–Performance Analysis (IPA) method, thereby providing practical implications for effective ESG strategy development. A survey was conducted from October 1 to 31, 2024, targeting 233 consumers who had been exposed to information about sports brands’ ESG initiatives. The collected data were examined through confirmatory factor analysis, reliability testing, and IPA. The findings of this study are as follows. First, among the item-level importance ratings of ESG activities by sports brands, “contribution to individuals’ long-term welfare and quality of life” was identified as the top priority, while “contribution to social and economic development” received the highest satisfaction score. Second, when analyzed by ESG domains, governance was rated as the most important factor, whereas environment showed the highest satisfaction. Third, the Importance–Performance Analysis (IPA) revealed that items such as “contribution to long-term welfare and quality of life,” “full compliance with laws and regulations,” “responsibility to partners and shareholders,” and “prioritizing ethical principles over economic performance” were located in Quadrant II (Concentrate Here), indicating areas that require urgent improvement. This study provides practical implications for establishing ESG strategies from a consumer-oriented perspective and offers foundational data to help prioritize and enhance key ESG activities within the sports brand industry.