Earticle

초록

영어

Coffee franchise companies have recently strengthened their value collaboration to practice ESG management and are working to increase their favorability for the brand among young consumers who highly appreciate value consumption. This study examined the perception of Generation Z towards the coffee franchise brands who is strongly emerging as a loyal consumer group, and found out whether these positive evaluation influence price fairness and intention to pay additional price. To test the hypothesis for the study, data from 152 consumers who have used coffee franchises of Generation Z were analyzed using a structural equation model. The results showed that environmental and governance activities among ESG activities had a positive effect on the brand image of coffee franchises. On the other hand, it was found that social activities had no effect. In addition, it was found that the brand image had a positive effect on price fairness and additional price payment intention. Furthermore, price fairness was also found to have a positive effect on the intention to pay additional prices. It means that Generation Z pursuing value consumption highly appreciates fairness in price by forming a good brand image through environmental protection activities, win-win cooperation with franchisees and ethical management of franchisors, which leads to value consumption.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 ESG 프로젝트활동
2.2 브랜드 이미지
2.3 지각된 가격공정성
2.4 추가지불의도
3. 연구방법
3.1 연구모형
3.2 표본 및 자료수집
3.3 변수의 조작적 정의와 측정
4. 분석결과
4.1 신뢰성과 타당성분석
4.2 가설검정
5. 결론
Acknowledgements
References

키워드

저자

• 이민호 [ Minho Lee | 남서울대학교 ] 제1저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프로젝트경영연구 [Project Management Review]

• 간기

  반년간

• eISSN

  2799-3434

• 수록기간

  2021~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658