컨조인트 분석을 활용한 ESG경영활동의 전략적 설계방안에 관한 연구

As the contemporary corporate management paradigm transitions from shareholder capitalism to stakeholder capitalism, environmental, social, and governance(ESG) management is emerging as a crucial element of corporate social responsibility. With growing consumer interest in companies, the impact of companies’ ESG activities on consumer purchasing decisions is on the rise. Consequently, there is an increasing trend of using ESG activities as a Marketing PR tool. However, existing research has predominantly focused on the effects of ESG activities on companies’ financial and marketing performance, neglecting how companies can effectively design and implement ESG activities to enhance consumer value. In this study, conjoint analysis was conducted based on major ESG management activities to explore the optimal design plan for ESG management activities that align with customer needs and preferences. The findings of the conjoint analysis revealed that respondents prioritize energy efficiency measures the most among environmental activities, followed by biodiversity conservation, climate change strategy, and resource management. Social activities were deemed important in the order of community participation and influence, employee welfare benefits and fairness, human rights protection, and customer relations and management. In governance activities, ethical management took precedence, with executive compensation and responsibility, shareholder rights protection and participation, and board composition and independence also considered significant. Furthermore, the study identified differences in the importance of attributes and the partial value of attribute levels in ESG management activities based on gender and occupation. These results offer valuable insights into the practical implications of ESG management activities, assisting companies in establishing effective ESG management practices.