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

This study conducted to verfiy the structural causal relationship between ESG attributes of food and beverage companies, trust, word mouth (WOM) as perceived by consumers visiting Jeju Island. The present used respondents who understand management selected a representative company in service business (e.g., Starbucks Reusable Cup or Samdasoo Unlabeled, etc.). A survey was requested from an online company, total 521 participants were for data analysis. IBM 24.0 program AMOS 22.0 employed conduct statistic Present demonstrated follows. First, result hypothesis testing three brand environmental factor (E) social (S) have significant positive (+) effect on trust. Second, influence WOM showed that factors critical antecedents WOM. Next, verifying trust WOM, had By hypotheses, current identified companies customers’ These founding differences variables directly affect among recognized tourists Island about Jeju-based practicing management. Furthermore, it confirmed value formed these companies’ activities could consumers’ intentions. Hence, intends expand range ESG-related academic views suggest meaningful marketing implications various want practice