Effects of sustainable consumption tendency on lunchbox purchase behavioral intention among university students in Gyeongnam: the mediating role of ESG management perception.

Abstract

Background/objectives: The importance of Environmental, Social, and Governance (ESG) management in the food service industry is increasing as value-based consumption emphasizing the climate crisis and social values expands. This study empirically investigated the structural relationship between university students' sustainable consumption tendencies and their lunchbox-purchase behavioral intentions through the mediation of the perceived importance of ESG management.

Subjects/methods: An online survey was conducted among 285 university students in the Gyeongsangnam-do region. The collected data were analyzed using structural equation modeling and bootstrapping techniques to verify the mediating effects.

Results: Hypothesis testing showed that sustainable consumption tendency had a significant positive effect on the perceived importance of ESG management (β = 0.544, P < 0.001). The perceived importance of ESG management was a key determinant directly influencing purchase behavioral intentions (β = 0.482, P < 0.001). Furthermore, mediation analysis confirmed that a tendency toward sustainable consumption had a significant indirect effect on purchase behavioral intentions through the perceived importance of ESG management (β = 0.308).

Conclusion: The perceived importance of ESG management may serve as a mechanism linking university students' sustainable consumption tendency to their lunchbox-purchase behavioral intentions. These findings suggest that lunchbox companies should communicate concrete ESG practices, such as environmental protection, healthy meal offerings, and transparent nutrition and product information, to support healthier and more sustainable food choices.