골프산업에서 ESG 활동이 브랜드 이미지와 브랜드 신뢰, 브랜드 충성도에 미치는 영향

ESG (Environment, Social, and Governance) has emerged as a critical framework for enhancing corporate sustainability and generating long-term non-financial value, driving the expansion of ESG initiatives across industries. However, within the sports industry—particularly the golf sector—ESG activities remain relatively passive and underexplored. Accordingly, this study aims to examine the effects of ESG activities in the golf industry on brand image, brand trust, and brand loyalty, thereby providing empirical evidence to support the industry’s sustainable development. A survey was conducted among golf industry practitioners in the Seoul and Gyeonggi regions from August 16 to September 17, 2025, yielding 286 valid responses for analysis. The collected data were analyzed using SPSS version 29.0, employing frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The results indicate that governance (G), environment (E), and social (S) factors all have significant positive effects on brand image, with governance exerting the strongest influence. In contrast, only governance and social factors significantly affect brand trust, whereas environmental factors do not. Similarly, governance and social factors significantly influence brand loyalty, whereas environmental factors remain insignificant. These findings suggest that governance- and socially oriented ESG activities play a more decisive role than environmental initiatives in shaping brand-related outcomes in the golf industry. Overall, this study highlights the strategic importance of ESG activities in enhancing brand value and promoting the sustainable growth of the golf industry.