기업의 ESG 활동에 대한 소비자 인식이 기업이미지에 미치는 영향: 호혜성과 신뢰의 매개효과를 중심으로

This study attempted to verify whether a company's ESG activity efforts improve its image by mediating consumers' perception and trust in the company. In particular, the researchers tried to present the differential path effect on reciprocity perception and trust formation, and corporate image by subdividing corporate ESG activities into three activities: environmental responsibility activities, social responsibility activities, and corporate governance. As a result of the analysis, it was found that the perception of corporate social responsibility activities had a positive effect on the perception of reciprocity and trust formation. In addition, it was found that the perception of environmental responsibility activities had a positive effect on trust formation. Finally, it was found that reciprocity perception had a significant effect on the formation of corporate trust, and corporate trust had a positive effect on the formation of corporate image. However, <Hypothesis 4> was rejected that the perception of reciprocity toward the company would have a positive effect on the formation of the company's image. In addition, <hypothesis 1a> that awareness of environmental responsibility activities efforts will have a positive effect on the perception of reciprocity was not statistically supported. In addition, <Hypothesis 2c> was rejected that the perception of corporate governance would have a positive effect on the formation of corporate trust. The results of this study are highly suggestive in that they laid the foundation for ESG activities of companies to follow-up researchers in the future. In addition, as corporate social value-seeking activities are important in forming a corporate image, the results of this study are believed to have proposed effective guidelines for companies to improve their image in performing ESG management activities in the future.