The Impact of Social Values and Social Awareness of Eco-Friendly Delivery Food Campaigns on Brand Attitudes and Repurchase Intentions

This study was conducted to verify how the social value and perception formed through eco-friendly campaigns affect the attitude towards the brand and repurchase intention when ordering delivery food, targeting consumers who have participated in eco-friendly campaigns through delivery food. A total of 255 survey respondents were analyzed using frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling, utilizing the statistical programs SPSS 23.0 and AMOS 23.0. The results of the analysis showed that the social value of consumers who have experience participating in eco-friendly campaigns has a significant positive (+) effect on brand attitude and repurchase intention. Additionally, social perception was found to have a significant positive (+) effect on brand attitude and repurchase intention, verifying both Hypothesis 1 and Hypothesis 2. Finally, the verification of the influence relationship between brand attitude and repurchase intention revealed that brand attitude has a significant positive (+) effect on repurchase intention, thus confirming Hypothesis 3 as well. This study focused on consumers who have experience ordering delivery food and was able to verify the causal relationship between the social value and perception formed by participating in eco-friendly campaigns and the positive attitude towards the brand and repurchase intention. Based on these research findings, it was confirmed that in the food service industry, enhancing social value and perception can directly impact eco-friendly behavior and activities, and various related implications were also suggested.