재중 한국기업의 ESG 경영활동이 중국 소비자들의 한국제품 구매의도에 미치는 영향: 북경, 상해, 광주지역의 MBA 재학생들을 중심으로

The aim of this study is to examine of the structural relationship of among ESG management activities, corporate image, corporate trust, corporate-consumer identification, corporate attitude and purchase intention of local consumers in China. For this purpose, based on the theoretical discussions and previous studies, the study tests eight research hypotheses for the development of a theoretical research model. In order to empirically test the research model, data were collected by enlisting and observing MBA students from major universities in China. The results obtained by empirical analysis are as follow. First, three factors of ESG management activities(eco-friendly management activities, social responsibility activities, corporate governance improvement) all have a positive effect on corporate image and corporate trust. Second, in the relationship between corporate image and corporate trust and corporate-consumer identification, corporate image has a positive effect on corporate trust and corporate-consumer identification. But corporate trust has not effect on corporate-consumer identification. Thirdly, in the relationship between corporate-consumer identification and corporate attitude and purchase intention, corporate-consumer identification has a positive effect on corporate attitude, and corporate attitude has a positive effect on purchase intention respectively. But corporate-consumer identification has not effect on purchase intention. Based on the results, This study provides several strategic implications related to the ESG management activities of Korean companies operating in China.