다국적 기업의 지속가능경영 전략이 제품의 구매의도에 미치는 영향: 기업이미지의 매개효과 중심으로

What and how should companies prepare for sustainable development? In order to solve these issues, the interest of corporations, the government and society on sustainability management is increasing recently. However, empirical studies on sustainability management of multinational corporations that continuously seek survival and prosperity are still insufficient. In addition, the once-defunct corporate image not only makes it difficult for consumers to select, but also causes a problem of sustainability. In addition, once damaged company image is not only not chosen by consumers, but also the problem of sustainability of management is frequent. Therefore, in this study, we intend to draw theoretical and realistic strategic implications that the image of a multinational company is an important interaction by identifying consumers' intention to purchase products. First, through literature studies, the company's sustainability management activities were derived from six independent variables of efficiency, value chain, eco-friendly, energy management, consumer protection, and ethical management. These characteristics influence the purchase intention, and a comprehensive model is constructed in which the corporate image has a mediating effect between the independent variables and the purchase intention. An empirical analysis was conducted on 296 consumers. As a result of the empirical analysis, three economic strategies, environmental strategies and social strategies of sustainability management strategy had a positive effect on 'corporate image'. However, the mediating effect of corporate image has positive mediating effect on the relationship between efficiency, value chain, eco-friendliness, energy management, consumer protection, and ethical management in purchasing intention.