Consumer Perceptions of ESG Management by Distribution Companies in Korea and China: IPA of Coupang and Taobao

Abstract

This study explores consumer perceptions of ESG management by distribution companies in Korea and China. A total of 2030 consumers completed an online survey about either Coupang in Korea or Taobao in China. The results confirmed the level of satisfaction-importance that consumers felt concerning ESG management. The survey consisted of 196 items, and the analysis was conducted using SPSS 26.0. The findings showed that both Korean and Chinese consumers were aware of the importance of ESG. For Korean consumers, the order of importance was E>S>G. For Chinese consumers, it was S>E>G, and the area that showed the biggest difference among the ESG indicators was G, which is believed to reflect the influence of China’s political system. According to the satisfaction-importance analysis, consumers in both countries showed low satisfaction with the distribution companies’ environmental management but high satisfaction with the ethical management corresponding to corporate soundness, transparency, and interest in communities, including rural communities. There was a great difference between the two companies in terms of consumer satisfaction, possibly due to the controversy over Coupang’s avoidance of responsibility related to consumer protection. This study is significant in that it explores ESG management from the consumer’s point of view. It shows that specific efforts and transparency are needed because consumers are aware of ESG management and evaluate its quality by distribution companies.