ESG 경영활동 인식이 지각된 가치, 태도, 행동의도에 미치는 영향

This study was conducted to confirm the effect of ESG management activity perception on perceived values, attitudes, and behavioral intentions based on the necessity of understanding the impact of corporate sustainable success and consumer choice as the importance of ESG (Environment, Social, and Governance) management increases. The response data of 3,000 people in their 20s or older in the 'ESG Management Consumer Perception Survey' conducted by the Korea Consumer Agency for general consumers nationwide were used. This study explored an approach to how ESG theory reflects the needs of consumers. As a result of the analysis, it was found that the perception of ESG management activity had a significant positive effect on perceived value of consumers. Perceived value significantly influenced attitudes, and attitudes significantly influenced behavioral intentions. It means that ESG management activities increase the perceived value of consumers, thereby promoting a chain reaction that strengthens positive attitudes and behavioral intentions. As a result of the study, by confirming the positive impact of ESG management activities on consumer perceptions and behaviors, strategic measures for companies to strengthen market competitiveness and pursue sustainable development are suggested. It suggests that companies can strategically integrate ESG elements to build consumer confidence and improve continuous performance by fulfilling social responsibilities.