기업의 ESG활동에 대한 인식이 소비자 신뢰를 통해 프리미엄 지불의사와 친환경 구매행동에 미치는 영향에 관한 연구: 브랜드 태도의 조절효과

This study sought to examine the influence of green purchasing behavior, which indicates the willingness to pay a premium and purchase eco-friendly products and services, through the trust of consumers who have experienced a company's ESG activities, indicating the willingness to purchase even if paying a little more. In addition, we sought to confirm the moderating effect of brand attitude by empirically analyzing it. A survey was conducted targeting consumers who experienced the company's ESG activities through various channels, and the research hypothesis was verified by analyzing the final 300 copies of valid data. As a result of the analysis, consumers' perception of a company's ESG activities has a positive effect on consumer trust, and through the mediating role of consumer trust, it has a positive effect on willingness to pay a premium and eco-friendly purchasing behavior, and brand attitude shows that consumer trust is related to the premium. It was found to have a moderating effect in the process of willingness to pay and eco-friendly purchasing behavior. In particular, among a company's ESG activities, the influence relationship appears in the order of social activities, environmental activities, and governance activities, which can provide implications in that it can contribute to priorities when establishing a company's marketing strategy. In future research, various studies related to consumer trust are needed.