The Impact of ESG Management Activities of Food Service Companies on Corporate Image, Corporate Reputation and Repurchase Intention: Focusing on Luckin Coffee in China

Recently, ESG (Environment, Social, Governance) management has become an essential factor for the sustainable development of companies worldwide. In the food service industry, the importance of ESG management is also emerging, and closely related to the public's dietary habits, safety, and health. This study aims to analyze the impact of China’s Luckin Coffee's ESG business activities on corporate reputation, corporate image, and repurchase intention among consumers who have experienced these activities. In particular, through this, the study seeks to examine the effects of ESG management activities on the sustainability of management. To this end, this study conducted a survey of consumers in Henan Province, China, and a total of 407 questionnaires were used for empirical analysis. The results showed that continuous ESG management activities in the food service industry enhance reputation, corporate image, and consumer repurchase intention. Furthermore, it has been shown that ‘consumer trust’ has a positive moderating effect on the relationship between environmental management activities (among ESG) and corporate reputation of food service companies. Therefore, in order to improve trust, it is necessary to raise awareness of the company's ESG management activities, such as the continuous public relations activities of food service companies. After all, consumers need to understand the long-term vision of a company, and companies need mid- to long-term efforts to increase the value of sustainable companies. Finally, in the conclusion section of this paper, various strategic implications and limitations were also suggested.