국내 수출기업의 ESG 활동이 기업이미지와 구매의도에 미치는 영향

Abstract

The purpose of this paper is to analyze the impact of ESG(environmental, social, and governance) activities on corporate image and consumer's purchase intention. Based on literature reviews, we present three hypotheses: First, ESG will have a positive impact on corporate image. Second, ESG will have a positive impact on purchase intention. Third, corporate image will have a positive impact on purchase intention. Survey results on a total of 215 Millennials & Gen Z consumers were used for analysis. Structural Equation Modeling (SEM) was employed to test the hypothesized model, and SPSS and AMOS were used to analyse the hypotheses. This research results are as follows. First, ESG was found to have a positive effect on corporate image. Second, it was found that ESG had a positive effect on purchase intention. Third, it was found that corporate image had a positive effect on purchase intention. This study intended to investigate ESG activities of Korean exporting firms that affected corporate image and purchase intention. To do so, authors surveyed variables related to ESG activities for Millennials & Gen Z consumers. The findings suggest that Korean exporting firms need to promote marketing mix using ESG to enhance consumer's purchase intention and corporate image for Millennials & Gen Z.