프랜차이즈 외식기업의 ESG 경영이 소비자 인식과 서비스 이용의도에 미치는 영향

This study aims to examine the structural relationships between ESG (Environmental, Social, and Governance) management practices of franchise restaurant companies, consumer awareness, and intention to use services. Based on prior literature, a research model with five hypotheses was developed and tested using data collected from 334 adult consumers who had recognized ESG activities within the past year. The survey was conducted online, and data were analyzed using SPSS 25.0 and AMOS 23.0, including confirmatory factor analysis and structural equation modeling. The measurement model demonstrated acceptable reliability and validity, with all Cronbach’s alpha values exceeding 0.70 and AVE values above 0.50. The structural model showed good fit indices (x2=477.337, df=209, x2/df=2.284, CFI=0.953, RMSEA=0.069), supporting most of the proposed hypotheses. Specifically, environmental, social, and governance factors significantly influenced consumer awareness, while environmental and social factors positively affected intention to use. Additionally, consumer awareness had a strong impact on behavioral intention. These findings highlight the importance of ESG initiatives in shaping consumer perceptions and behavioral responses in the franchise foodservice sector, offering strategic implications for sustainable brand management.