기업의 ESG 활동에 대한 소비자인지가 소비자신뢰, 소비자-기업 동일시, 충성도에 미치는 영향 - 소비자시민성의 조절효과를 중심으로

The purpose of this study is to confirm the effect of consumer awareness on corporate ESG activities on consumer trust, consumer-company identification, and loyalty. In addition, by examining whether there is a difference in the path coefficient according to the low and high consumer citizenship groups, it is intended to confirm the importance of consumer citizenship for building a sustainable market and to contribute to the revitalization of corporate ESG activities. To verify the research hypothesis, an online survey was conducted targeting large mart consumers in their 20s to 50s living nationwide. Of the 500 questionnaires collected, 430 were analyzed using SPSS 22.0 and AMOS 21.0 programs. The main results are as follows. First, unlike the results of previous studies in which consumer awareness of a company's environmental activities had a positive (+) effect on consumer trust, in this study, a company's environmental activities had a negative (-) effect on consumer trust, and consumer-company identification was not affected. Second, consumer awareness of corporate social activities and governance had a positive (+) effect on consumer trust and consumer-company identification. In addition, consumer trust and consumer-business identification had a positive (+) effect on loyalty. Third, consumer trust and consumer-company identification played a mediating role in the path where consumer awareness of a company's ESG activities affects corporate loyalty. Fourth, the moderating effect of consumer participation behavior was not found in the path where consumer awareness of corporate ESG activities affects consumer trust and consumer-company identification, but the moderating effect of consumer citizenship was confirmed. The negative effect of consumer awareness of a company's environmental activities on trust was found only in the group with low consumer civic awareness. On the other hand, the positive effect of consumer awareness on corporate governance activities on consumer-company identification was found only in the group with high consumer citizenship. As a result, it confirmed the importance of corporate ESG activity strategies and suggested that high consumer citizenship should be supported in building a sustainable market.