A study on the impact of ESG management activeities of food companies on corporate image and continuous usage intention

This study conducted an empirical analysis on the impact of Environmental, Social, and Governance (ESG) management activities of food companies on corporate image and the development of sustained relationships with consumers. Among ESG activities, the research findings revealed that social initiatives have the most significant positive effect on corporate image and continued usage intention. Governance and environmental activities also exerted meaningful positive influences. Notably, a more pisitive corporate image was associated with an increased consumer intention to continue using the company's products or services. These results suggest that ESG activities go beyond mere corporate social responsibility and serve as a core strategy that influences customer behavior and corporate performance. The study demonstrated, from an academic perspective, that social responsibility activities play a crucial role in shaping corporate image, and that ESG initiatives contribute to customer retention and competitive advantage. In practical terms, the findings highlight the importance to companies of strengthening their social responsibility and eco-friendly activities to build a positive image, along with the effective communication of these efforts. Furthermore, the study indicates the regional limitations and emphasizes the need for exploring specific strategies for ESG activities. As such, directions for future research are proposed. This research can serve as an important resource supporting the view that ESG management is essential, both academically and practically, for corporate sustainability and competitiveness.