ESG 마케팅 프로모션에 대한 공정성 지각이 소비자태도 및 구전의도에 미치는 영향: 진정성 지각의 매개효과

This study conducted a practical investigation of consumer-centered ESG marketing, judging that it is time to explore the impact of consumer-centered ESG marketing strategies on them and the corresponding mechanism. A survey was conducted on consumers who participated in a company’s consumer-centered ESG marketing, and the fairness, authenticity, attitude, and word-of-mouth intention of the promotions they participated in were investigated and analyzed. As a result, the high fairness of consumer-centered ESG marketing promotion has a positive effect on consumers’ attitudes and word-of-mouth intentions. In this process, the mediating effect of authenticity can be confirmed. In other words, it can be seen that high fairness must be accompanied by developing consumer-centered ESG marketing, which leads to a positive consumer response through consumers’ perception that it is authenticity. Accordingly, companies should keep in mind that authenticity based on fairness is perceived when conducting management based on ESG.