The Effect of ESG Activities on Communication Behavior Focused on the Mediating Effect of Trust and Corporate Reputation

Recently, ESG is attracting attention as an indicator for measuring the sustainable management of companies. In this study, we examined the impact of ESG activities on communication behavior focused on the mediating effect of trust and corporate reputation. For this purpose, IBM SPSS Statistics 23.0, Process macro program was used to conduct mediation effect analysis for research hypothesis testing. The results of this study showed that the mediating effect of trust on the relationship between ESG activities and communication behavior was not significant and the mediating effect of corporate reputation was verified. It is the first empirical study to clarify the mediating effect of trust and corporate reputation between ESG activities and communication behavior. In this regard, it has laid the groundwork for extending research with ESG and existing non-financial performance variables beyond financial performance.