The Impact of ESG Management in Foodservice Companies on Corporate Image, Company-Consumer Identification, and Relationship Continuation Intention

This study empirically investigates the impact of ESG (Environmental, Social, and Governance) management in foodservice companies on corporate image, Company-Consumer identification, and relationship continuation intention. Specifically, it aims to understand how sub-dimensions of ESG influence consumer behavior. A survey was conducted targeting consumers of hamburger foodservice brands from October 10 to 16, 2024, yielding a total of 363 valid responses. ESG was conceptualized with the following sub-factors: environment (environmental management, response to climate change), social (labor rights, consumer protection), and governance (information transparency, ethical management). The main findings are as follows: First, among ESG factors, social and governance dimensions had a significant positive impact on corporate image, while the environmental factor did not show a statistically significant effect. Second, the environmental and governance factors positively influenced Company-Consumer identification, whereas the social factor did not. Third, a favorable corporate image was found to enhance Company-Consumer identification. Fourth, corporate image positively affected relationship continuation intention. Fifth, Company-Consumer identification also played a key role in increasing relationship continuation intention. These findings suggest that ESG management can foster emotional bonds with consumers and serve as a foundation for building long-term relationships. This study empirically demonstrates that ESG management not only enhances corporate image but also strategically contributes to the formation of sustainable relationships with consumers. It highlights that consumer-centered ESG practices that foster empathy and trust can serve as a crucial strategy for ensuring corporate sustainability and competitiveness.