Effects of Consumer Evaluation of ESG for Food Subscription Services on Intention to Word-of-Mouth and Continuous Usage: Moderating Role of Altruism

Abstract

consumers' ESG evaluation, the more positive the word of mouth intention and the intention to continue using it.Second, governance (G) had a positive (+) effect on word of mouth intention, but rejected the positive (+) relationship with continued use intention. Third, as for the moderating effect according to altruism, the higher the altruism, the higher the environmental (E) and social (S) dimensions positively adjusted word-of-mouth intention and continued use intention. Also, the relationship between governance and word of mouth intent was positively adjusted. However, as the altruistic tendency was higher, the positive moderating effect between governance (G) and continued use intention was not significant. Conclusions:In order for ESG activities, which are non-financial evaluations, to become meaningful business strategies for companies, it is important for consumers to have a positive perception of the activities. Therefore, among ESG activities, companies should first focus on environmental and social activities to communicate with consumers. We also need to put more effort into building consensus with consumers about our governance-related activities. In addition, Generation Z, who has a growing influence on consumer culture, is a generation interested in fairness and altruism. Therefore, companies should select Generation Z as a major publicity target for ESG activities and communicate intensively.

The Impact of ESG on Brand Trust and Word of Mouth in Food and Beverage Companies: Focusing on Jeju Island Tourists

“…Similarly, Park [49] identified the influence of the suitability of CSR activities and business contents of companies on attitudes toward companies and WOM intentions based on the persuasion knowledge model. In addition, Kim, Jeong, & Park [50] evaluated the ESG activities of companies. They found that among the elements of ESG, the more positive the evaluation of environment (E) and society (S), the more positive the effect on WOM and continued use intention among people who experienced regular food delivery through a subscription service.…”

“…In Section 3, the estimation of brand trust adapts and modifies three items from Dywer et al [24] and Krishnan [30]. In Section 4, WOM is measured based on Court, Elzinga, Mulder, & Vetvik [57] and Kim et al [50]. The final section of the questionnaire accesses relevant demographic information of survey participants.…”