기업의 ESG 캠페인이 MZ세대의 브랜드 태도에 미치는 영향-SK그룹, 하나금융그룹, 한화그룹의 ESG 광고를 중심으로-

Recently, ESG has become an essential condition for corporate management for sustainable development. South Korea is rapidly emerging as the world’s No. 1 ESG management performance evaluation country. This study examined how Korean companies’ ESG campaigns affect brand attitudes centered on the Chinese MZ generation to confirm effective performance in the Chinese market, South Korea’s largest export destination. based on expanding demand for the Chinese low-carbon market and provide market-friendly and practical help to develop corporate ESG campaigns suitable for the Chinese market and the Chinese MZ generation. From December 2020 the top three advertising campaigns with the most views among ESG campaigns on YouTube were conducted online for 60 Chinese MZ generations, including SK Group ‘E-Like S Thinking Good’, Hana Financial Group ‘Goodbye Earth’, and Hanwha Group ‘Digital Advertising’. Results, ESG campaigns of Korean companies have a positive effect on brand attitudes of Chinese MZ generation and there was a significant difference in the response to the three companies. SK's cute children's image elements and Hanwha's emotional elements showed the strongest response. The research showed that expand demand for the Chinese low-carbon market and provide appropriate and practical help to the market through ESG campaign investigation. In addition, the concept of ESG campaigns and the practical implications of ESG cases of various companies and the limitations of the study were discussed.