ESG 경영이 외식 기업의 브랜드 이미지 및 행동의도에 미치는 영향

This study examines the effects of ESG management activities of foodservice companies on brand image and behavioral intentions from a consumer perspective. To achieve this purpose, data were collected through an online survey targeting consumers who had used foodservice establishments within the past three months. A total of 278 valid responses were analyzed using SPSS 25.0. The measurement model was assessed through exploratory factor analysis and reliability analysis, while hypothesis testing was conducted using correlation analysis, multiple regression analysis, and simple regression analysis. The results indicate that among the ESG management dimensions, governance and environmental protection have significant positive effects on brand image, whereas social responsibility does not show a statistically significant effect. Brand image is found to have a significant positive impact on behavioral intentions, including continued purchase intention, positive word-of-mouth intention, socially responsible purchase intention, and continued support intention. Furthermore, ESG management activities exert a direct and positive influence on behavioral intentions, with governance, social responsibility, and environmental protection all demonstrating significant effects. These findings suggest that ESG management activities play a crucial role in shaping consumers’ perceptions and behavioral responses in the foodservice industry. In particular, transparent governance and environmentally responsible practices contribute to enhancing brand image, while ESG activities as a whole directly encourage favorable behavioral intentions. This study provides empirical evidence on the importance of ESG management in the foodservice sector and offers practical implications for developing sustainable management strategies aimed at strengthening brand value and consumer loyalty.