In this study, the Extended Theory of Planned Behavior (ETPB) was applied to analyze consumers’ intention to purchasemeal kits. The perception of ESG management practiced by companies was used as a moderating variable to investigateits influence and moderating effects between each variable. An online survey was conducted over 4 days in January 2023on consumers aged 20 years or older who had purchased meal kits within 6 months. Hypotheses were tested using IBMSPSS Statistics 22.0 and AMOS 24.0 programs with an effective sample size of 324 copies (100%). Attitude, subjectivenorm, perceived behavioral control, perceived sustainable package, and price sensitivity of the theory of planned behaviortoward meal kit products had a significant positive effect on purchase intention, and all research hypotheses were accepted.
The moderating effect of consumers' perceptions of ESG management practiced by companies had a positive andsignificant effect on attitude and perceived behavioral control.