ESG 활동, 기업 신뢰도, 고객 충성도 간의 영향관계 : 기업규모의 조절효과를 중심으로

As ESG has become a global trend, all members of society such as consumers, investors, and governments has paid attentions to it. As result, ESG has emerged as a key factor for survival and growth of companies, not choice. In this study, effects of corporate ESG activities on customer loyalty mediating corporate reliability were verified in bakery industry. In addition, the moderating role of firm size and the mediating effect of corporate reliability were verified. A survey of 212 consumers who have purchased products at bakery stores was conducted, and the following conclusions were obtained using the Smart PLS 3.0 statistics program. First, among ESG evaluation items, environment (E), society (S), and governance (G) had a positive effect on corporate reliability, and corporate reliability had a positive effect on customer loyalty. Second, it was found that corporate reliability mediates the relationship between environment (E), society (S), governance (G), and customer loyalty. Finally, it was found that there was no significant difference in the moderating effect between groups according to the firm size, but there was a difference between groups in the relationship between corporate reliability and customer loyalty. In other words, corporate reliability was higher in SMEs. Based on the results, theoretical and practical implications related to the company's ESG marketing strategy were discussed.