효과적인 ESG PR 전략 탐색 : ESG 공중 세분화와 ESG 실천 기업에 대한 공중 반응 예측

This study tried to segment the public by considering various inferred variables pertaining to ESG to help a corporate build an effective ESG PR strategy. Furthermore, we attempted to predict behavioral responses to ESG-implemented corporate (large corporate vs. SMEs) by public types. A survey was conducted with Korean adults in their 20s-50s and a total of 751 participants’ responses were analyzed. By using inferred variables (knowledge of ESG, perception of importance of each E/S/G value, perceived ESG motives), the results of cluster analysis revealed five mutually exclusive clusters: ESG highly-active/pro-corporate public, ESG active/anti-corporate public, ESG inactive/skeptical public, ESG highly-active/mixed public, ESG inactive/indifferent public. In addition, we found that there were differences in gender, age group, social participation(charitable organization) experience, and political orientation depending on the types of public. Moreover, there were differences in intention to switch relationship, intention to pay additional cost, and trust toward ESG-implemented corporate by public types. There was little difference in public responses with respect to firm size(large/small and medium). Based on these results, this study identified public types which actively and positively respond to ESG-implemented corporate, also suggested strategic implications for each type of public.