Relationship between ESG Activities of Restaurant Franchises and Revisit Intention

This study explores how ESG (Environmental, Social, and Governance) activities of restaurant franchise headquarters influence consumers’ self-congruity and revisit intention. ESG practices are becoming essential for brand competitiveness in the food service industry. Self-congruity, defined as the psycho- logical match between a consumer’s self-image and a brand image, is known to enhance brand loyalty and satisfaction. A structural model was tested using data from 326 consumers, analyzed via PLS-SEM. Results revealed that ESG activities positively affect self-congruity, which in turn significantly increases revisit intention. Among the ESG dimensions, social and governance factors had the strongest effects, while environmental efforts showed no significant impact on revisit behavior. hese findings suggest that ESG is not only a corporate responsibility but also a strategic tool to build emotional brand attachment. For practitioners, targeting consumers with strong self-congruity may enhance the effectiveness of ESG-driven branding. This research contributes to both theory and practice by revealing the psychological mechanisms through which ESG influences consumer behavior.