ESG 경영인식과 진정성이 신뢰도와 사회적 연결감을 매개하여 기업태도에 미치는 영향: ESG 기업광고를 중심으로

ESG is emerging as a core value that is directly related to the survival and prosperity of companies. This is because management that considers the environment, society, and non-financial values of governance can achieve sustainable business. In accordance with this topic of the times, this study confirmed how the perception and sincerity of corporate ESG management activities affect corporate attitudes by mediating trust and social connection. Respondents for the study were male and female college students, and they participated in a self-administered questionnaire after viewing the experimental stimuli. The results of the study are as follows. First, it was confirmed that consumers formed a favorable attitude toward the company as they highly recognized the company’s ESG management activities. In addition, it was confirmed that trust completely mediated between these variables and that social connection to corporate ESG partially mediated. Second, it was confirmed that the higher the sincerity of companies implementing ESG, the more positive attitudes consumers have toward the company. In addition, it wasconfirmed that between these variables, the reliability representing trust and truth and the social connection of ESG active companies mediate. The above study has the significance of providing the academic implications of confirming the relationship between the mediating variables in corporate ESG management awareness, sincerity, and corporate attitude, and the need for communication strategies according to corporate ESG management activities and its implications.