ESG 마케팅 활동에 대한 소상공인들의 ESG 경영 문화 인식도 연구

This study examined small business owners' perceptions of marketing and ESG management activities and analyzed the relationship between marketing and ESG impacts. This study explored the meaning and contents of ESG management, examined the contents of marketing among small businesses, and investigated the extent to which small businesses are aware of ESG marketing. Through this research, we analyzed from a seller's point of view whether ESG management is actually beneficial for marketing in the same way as large and medium-sized enterprises. In this study, we focused on individual and corporate business owners who fall under the scope of small businesses. First, we inquired about whether small business owners are familiar with ESG management, and found that they were interested in the environment and understood the meaning of ESG as carbon neutrality in the environmental field. Second, we analyzed what kind of marketing has been effective, as most of the marketing so far has been focused on online and offline, and analyzed it through inquiries. Third, we analyzed the extent to which small business owners have heard about ESG management and whether they are sufficiently aware of it. In this paper, it was found that small business owners' awareness of ESG marketing varies between well and poorly. In this paper, we tried to investigate small business owners' awareness of ESG in terms of climate, sustainability, and transparency. However, most of them are positive about the need for ESG marketing in the future. It is analyzed that small businesses are aware of ESG marketing and that it is necessary in the future, but it is a bit premature to introduce it right now. Based on the results of this study, we suggest implications and directions for future research.