외식 프랜차이즈 ESG 경영에 대한 소비자 인식이 재이용의도 형성에 미치는 영향: 서열형 프로빗 기반 실증연구

This study examines how consumers’ perceptions of ESG management in restaurant franchises influence the formation of brand revisit intention. A survey was conducted from 6 to 11 April 2024 with 326 consumers who had visited a restaurant franchise within the past three years. The survey assessed perceptions of environmental practices, social responsibility, and governance, along with three dimensions of revisit intention: priority use, recommendation, and continued use. The findings are as follows. First, all three ESG factors exert significant positive effects on every dimension of revisit intention, with governance showing the strongest influence among the three. Marginal effects reveal that a one-standard- deviation increase in ESG perception raises the probability of selecting favourable responses (‘agree’ or above) by approximately 6∼18 percentage points for environmental practices, 14∼19 percentage points for social responsibility, and 17∼24 percentage points for governance. Second, demographic variables were largely non-significant, and industry differences appeared only at limited stages of the revisit process. By applying an ordered probit model, this study provides a rigorous analysis of the ESG–revisit intention relationship and highlights the managerial importance of transparent governance systems, enhanced environmental and social initiatives, and industry-appropriate ESG strategies.