기업의 ESG활동이 기업이미지 인식과 소비자반응에 미치는 영향

Abstract

Purpose: This study surveys consumers with experience using airlines in order to explore 1) the relationships among Environmental, Social, and Governance (ESG) activity, corporate image, and consumer response; 2) the relationship between corporate image and consumer response; and 3) the mediating effect of corporate image.
 Research design, data, and methodology: From online questionnaires answered by consumers with experience using airlines, 391 valid samples were obtained for analysis. Simple and multiple empirical hierarchical regression analyses were conducted.
 Results: First, ESG activity has a positive effect on corporate image and consumer response. Second, corporate image has a positive effect on consumer response. Third, there is a mediating effect from corporate image on ESG activity and consumer response.
 Conclusions: Research i ndicates t hat c ompanies' E SG m anagement a ctivities i nfluence consumer responses. This can contribute to raising awareness about their significance, and the necessity for companies to actively participate in ESG activities in the future. Currently, ESG activities are viewed as effective management strategies that can positively impact both consumers and investors, fostering long-term growth.