뷰티 기업의 ESG경영이 소비자 행동의도와 고객인게이지먼트에 미치는 영향

The purpose of this study is to provide marketing data that will help revitalize the beauty market through an empirical analysis of how ESG management of beauty companies affects consumer behavioral intentions and customer engagement. Therefore, it is necessary to present ways for beauty companies to provide greater value to consumers through ESG management, and indicators on consumer behavior intention and customer loyalty. A questionnaire was distributed to 302 residents in the Busan and Gyeongnam regions for final analysis, and the collected data was analyzed using the SPSS 25.0 program. Summarizing the analysis results, first, it was found that when the environment and governance structure of beauty companies' ESG management increase, the sub-factors of consumer behavioral intention, such as purchase intention, satisfaction, and recommendation intention, also increase. Second, it was found that when the environment and governance structure of ESG management of beauty companies increase, customer engagement also increases. Third, among consumer behavioral intentions, when satisfaction, recommendation intention, and purchase intention increase, customer engagement also increases. These studies have shown that ESG management of beauty companies is an important factor that significantly affects consumer behavioral intentions and customer engagement, and these new types of consumption can have a significant impact on consumer behavioral intentions and customer engagement depending on the value that individuals focus on. The results of this study support the need for sustainable management of beauty companies to have an impact on consumer behavioral intentions and customer engagement in the future, and are expected to serve as basic data for the development of the beauty industry in the future.