친환경 브랜드 이미지가 친환경 외식상품 구매의도에 미치는 영향 = The impact of eco-friendly brand image on the intention to purchase eco-friendly restaurant products

다국어 초록 (Multilingual Abstract)

Objective:This study aims to analyze the impact of eco-friendly brand image on the intention to purchase eco-friendly restaurant products and to understand the consumption behavior of restaurant consumers. Method:This study conducted a survey from February 10, 2025 to February 18. and 246 copies were used for empirical analysis after excluding insincere answers. Then, statistical analysis was conducted using the SPSS 27.0 program. Results:Eco-friendly brand image had a positive effect on brand attitude, brand trust, perceived quality, and brand satisfaction. Brand attitude, brand trust, perceived quality, and brand satisfaction had a positive effect on the intention to purchase eco-friendly restaurant products. Implications:This study is differentiated from previous studies, by examining the impact of eco-friendly brand image on the intention to purchase eco-friendly restaurant products. This study also made an academic contribution to the consumption theory related to eco-friendliness and suggested practical measures.