ESG 경영 활동이 대학생 소비자의 지속이용의도에 미치는 영향: 풀무원 사례 중심으로

Sustainable management has emerged as a critical strategy for corporate survival in contemporary society, as firms are increasingly required to address not only economic performance but also environmental and social responsibilities. In response, many companies have adopted Environmental, Social, and Governance (ESG) management as a core managerial approach. In particular, the food industry has drawn considerable attention because ESG practices are closely related to consumer concerns about healthy food, ethical consumption, and corporate responsibility. Pulmuone, a leading Korean food company, is recognized for its active ESG management, including eco-friendly production, social responsibility initiatives, and transparent governance. Based on this context, this study aims to examine the effects of the three ESG dimensions, eco-friendly activities, social responsibility activities, and governance improvement activities, on consumer satisfaction, trust, and interest, and to analyze how these factors influence consumers’ continuous usage intention toward Pulmuone’s products and services. A research model was developed, and survey data were collected from students in the Department of Business Administration at Pukyong National University. The data were analyzed using SPSS 23.0 and SmartPLS 4.0. The results show that eco-friendly and social responsibility activities have significant positive effects on consumer satisfaction, trust, and interest, thereby enhancing continuous usage intention. In contrast, governance improvement activities do not exhibit statistically significant effects on satisfaction and interest. These findings indicate that consumers in the food industry respond more strongly to visible environmental and social ESG practices than to governance-related efforts.