외식 프랜차이즈 기업의 ESG경영, 브랜드 이미지, 소비자 행동의도 간의 구조관계 분석

Abstract

This study identified the influence between consumers’ perception of ESG management, brand image, and consumer behavior intentions. This study was conducted as a structural equation modeling(SEM) using SPSS 26.O and AMOS 20.0 to confirm the causal relationship between ESG management, brand image, and consumer behavior for consumers who have used a food service franchise corporate. As a result of the study, first, in the relationship between ESG management and brand image of restaurant franchise corporate, governance did not show a significant effect on brand image, but eco-friendly activities and corporate social responsibility had a significant positive (+) effect on brand image. Second, it was confirmed that the brand image of the food service franchise company had a significant positive (+) effect on consumer behavioral intention. This study aims to confirm whether ESG management plays an important role in improving competitiveness of brand image and consumer behavioral intention, and to provide practical information for sustainable management by suggesting marketing plans for restaurant franchise corporate.