The Impact of ESG Facilitation Factors Perceived by Franchise Hair Salon Workers on Adoption Intentions

The purpose of this study is to analyze the differences in ESG promotion factors and adoption intentions among franchise hair salon employees based on their general characteristics, and to identify the impact of ESG promotion factors on adoption intentions. This study aims to provide the necessary foundational data for establishing effective policies and implementation strategies. A survey was conducted among franchise hair salon employees from Generation Z to older generations, resulting in 492 valid responses used for the final analysis. The data were analyzed using SPSS 22.0, employing frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The study results revealed differences in ESG promotion factors based on generation, education level, position, and work experience. Adoption intentions varied by generation, education level, and position. ESG promotion factors, including management willingness, government policy, and consumer demand, significantly influenced adoption intentions, with management willingness being the most crucial factor. This study provides essential insights for establishing ESG adoption and implementation strategies in the franchise hair salon industry and contributes to understanding generational differences in ESG perceptions. Future research should focus on collecting more diverse data and conducting detailed studies on the characteristics and perceptions of franchise hair salon managers.