외식기업의 ESG 경영이 브랜드 이미지와 소비자 충성도에 미치는 영향

This study aims to empirically examine how ESG management in the food service companies, broken down into environmental, social, and governance components, influences the sub-components of brand image and consumer loyalty. Through this, we aimed to help the food service industry effectively understand ESG management from a marketing perspective in terms of the possibility of sustainable growth for food service companies, explore the feasibility of ESG management strategies for food service companies in the domestic food service industry in the future, and provide practical implications by more systematically revealing the mechanisms of consumer behavior change. This study collected data through convenience sampling from consumers who understand and are interested in ESG management practices of food service companies located in Seoul and Gyeonggi Province. A total of 294 valid samples were used for analysis. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, simple regression analysis, and multiple regression analysis were performed using SPSS PASW 28.0. Analysis results indicate that, first, among the sub-factors constituting ESG management in food service companies, environmental and social factors were found to have a positive (+) impact on brand image, while governance had no impact. Second, brand image was found to have a positive (+) effect on consumer loyalty. Third, among the sub-factors constituting ESG management in food service companies, environmental, social, and governance factors were found to have a positive (+) effect on consumer loyalty. ESG management by food service companies contributes to building long-term consumer loyalty, going beyond merely providing consumers with a positive image.