Abstract
Cafe business professionals are increasingly noticing the importance of ESG(Environment, Society, and Governance) due to consumer interest and global movement. In response to the need for research on the role of ESG, this study aims to investigate the relationship between ESG activities and their influence on brand loyalty(BL) through the mediation of personal identification(PI) and social identification (SI). Centered on franchise café consumers out of 300 cases distributed 290 responses were used for the final analysis. The results were analyzed using structural equation and showed there was a positive influence of E and G on PI, but the influence of S on PI and the effects of ESG on SI were rejected. The the impact of E on BL was supported while the impacts of S and G were rejected. Both PI and SI were found to have a significant effect on BL. PI was found to mediate the impacts of E and G on BL, and SI mediated the impacts of E and S on BL. Lastly, when multiple mediators of PI and SI were involved they mediated the relationship between E and BL and G and BL. Finally, the implications of the findings were discussed.
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