ESG경영 구성요인에 대한 소비자지각이 재구매 의도로 연결되는 과정에서 소비감정과 그린이미지의 역할: 진정성의 조절효과에 초점을 두어

This study aims to investigate the impact of consumer perception of the components of ESG management―environment, social, and governance―on repurchase intention, mediated by consumption emotion and the company’s green image, among consumers who have experience using products or services from companies implementing ESG management. In other words, to respond to the rapidly changing business environment and meet the desires of investors, consumers, and stakeholders, it is believed that the adoption of ESG management can enhance repurchase intention through non-financial outcomes such as positive consumption emotion and green image, which is empirically verified. Additionally, considering the current issue of ESG washing, the study identifies the factor of authenticity perceived by consumers regarding corporate ESG management and examines its moderating role in strengthening or weakening the relationships among consumption emotion, green image, and repurchase intention. The results of the study can be summarized as follows: First, all efforts by companies to change the ESG management components―environment, social, and governance―were found to enhance positive consumer emotions. Second, in consumer perceptions of ESG management components, the environmental and social factors, excluding governance, acted as antecedents that enhance the company’s green image. Third, both consumption emotion and green image positively influenced repurchase intention.