20-30대 소비자가 지각한 헤어살롱의 ESG경영과 ESG인식, 재방문의도의 관계

ESG Management of Beauty Salons Recognized by Consumers in their 20s and 30s the Relationship between ESG Awareness and Revisit Intention

In the 21st century, businesses are shifting from solely assessing performance based on financial metrics to considering non-financial factors that contribute to long-term value appreciation and sustainability. As sustainable development continues to gain importance, social responsibility has become crucial. Globally, many companies are enhancing their corporate value through Environmental, Social, and Governance (ESG) management practices. Consumer interest plays a pivotal role in influencing decision-making and shaping attitudes, underscoring the strategic importance of effectively managing ESG for sustainable growth. The objective of this study is to explore the influence of correct perceptions of ESG and the implementation of ESG in hair salons on young customers aged 20-30. It targets to investigate the roles of proper ESG practices and social factors in this context. To achieve this, a questionnaire survey was conducted, and the collected data were analyzed using SPSS 22.0. The findings are outlined below: Firstly, it has been confirmed that social (S), governance (G), and environmental (E) factors are interconnected. Effective ESG management enhances awareness of these factors, prompting companies to disclose various performance indicators or evaluations. This transparency helps consumers recognize the importance of ESG. Companies should aim to strategically plan and implement high-impact activities in this regard. Secondly, ESG factors were found to have a statistically significant influence on revisit intention. Thirdly, given that increased awareness of ESG management activities correlates with higher consumer intention to revisit, it is essential to develop and offer various strategic services directly accessible to consumers. In conclusion, actively implementing ESG management activities can positively influence consumer behaviors, such as their intention to revisit, especially among groups with heightened ESG awareness. This highlights the potential for enhancing relationships between businesses and consumers. Suggestions are that if an extended model is analyzed for ESG management activities and various transition intentions according to ESG perception, the relationship with detailed variables can be confirmed. If various variables are added together through ESG perception, it will be a big key to strategic help companies grow efficiently.