기업 ESG 경영활동이 조직-공중 관계성 인식의 매개작용을 통한 ESG 경영효과에 미치는 영향에 관한 연구

Recently, in the rapidly changing global environment, it is the situation in which the interest in the ESG management activities in the line of social responsibility activities. The current study aims to analyze how ESG management activities influence the organization-public relationships, and furthermore examines the mediating effect of organization-public relationships in the relations between the ESG management and its outcomes including consumer-corporate congruity, favorableness, intention to purchase, and intention of WOM. As results, compared to Non ESG companies, for companies which participate in ESG management activities, the organization-public relation perception was higher as well as consumer-corporate congruity, favorableness, intention to purchase, intention of WOM also were higher. Also, it was shown that corporate ESG management activities influenced management outcome variables, being fully mediated by organization-public relationship. Furthermore, the finding from the examination on the influence of sub-construct factors of organization-public relations according to whether to conduct ESG management activities has shown that construct factors such as truthfulness and commitment influenced consumer-corporate congruity while factors such as truthfulness and social contribution affected corporate favorableness. Moreover, familiarity influenced purchase intention and commitment only influenced intention of WOM. On the other hands, for corporates which doesn’t ESG management activities, commitment and social contribution influenced consumer-corporate congruity, while commitment and familiarity influenced corporate favorableness, but these had positive influence on purchase intention, whereas only familiarity influenced the intention of WOM. The finding is expected to suggest proper communication directions for both of them whether these companies practice ESG management activities or not.