외식업체의 지속가능한 메뉴 전략이 브랜드 이미지 및 구매의도에 미치는 영향 = The Impact of Sustainable Menu Strategies on Brand Image and Purchase Intention in the Restaurant Industry

다국어 초록 (Multilingual Abstract)

This study aims to empirically examine the effects of sustainable menu strategies implemented by foodservice businesses on brand image and purchase intention. An online survey was conducted via Google Forms from April 28 to May 12, 2025, targeting consumers with prior experience dining at establishments that apply sustainable menu practices. A total of 233 valid responses were collected and analyzed using SPSS 27.0. The results indicate that eco-friendly menu strategies have a significant positive impact on both brand image and purchase intention, while brand image positively influences purchase intention. Conversely, zero-waste strategies did not significantly affect brand image but showed a direct positive effect on purchase intention. These findings suggest that sustainable menu strategies can play a practical role in enhancing brand value and encouraging consumer behavior. Therefore, foodservice operators should actively incorporate sustainability into their brand marketing strategies. Future research should consider comparative analyses based on consumers' level of sustainability awareness, market segmentation, and industry-specific characteristics.