외식기업의 사회적 책임 활동이 신뢰와 프리미엄가격 지불의도에 미치는 영향

The Impact on Social Responsibility Activities of Food service Companies on Trust and Intention to Pay Premium Prices

The purpose of this study is to verify the impact on social responsibility activities of food service companies on trust of and the intention of paying premium prices. Social responsibility activities were eco-friendly products, volunteer activities, and donation activities, and trust and premium price payment intentions consisted of one element. In order to achieve the purpose of this study, an online survey was conducted using convenience sampling methods of non-probability sampling methods of those who are aware of the social responsibility activities of restaurant companies and have purchased products of the restaurant companies. The results of the hypothesis are as follows . (1) Eco-friendly products and volunteer activities have a positive impact on customer trust. (2) Trust has a positive effect on the intent to pay the premium price. (3) Eco-friendly products and volunteer activities affect the intention of paying the premium price through the medium of trust in customers. The results of this study present theoretical and practical implications for the social responsibility for food service companies.