택배 업체의 ESG 활동에 대한 소비자 평가가 브랜드 가치에 미치는 영향

Driven by the expansion of e-commerce and the mobile economy, the volume of parcel deliveries has been continuously increasing. For example, in the case of GS25, the number of half-price parcel deliveries has increased approximately 133 times, from 90,000 in 2019 to 12 million in 2023, as second-hand transactions have surged due to recent inflation. Moreover, ESG activities have recently emerged as a key factor for corporate survival and growth. Despite the growing presence of parcel delivery services in daily life, studies on companies' ESG activities in this sector are still scarce. Therefore, this study aims to present marketing strategies and implications regarding the ESG activities of parcel delivery companies through empirical analysis. To achieve this, data collected from 105 customers who are aware of the ESG activities of parcel delivery companies were used for the analysis. For the analysis, SPSS version 21 and Smart PLS 3.0 statistical programs were used. The analysis results are as follows: First, environment, society, and governance were found to have a positive impact on trust, supporting hypotheses 1, 2, and 3. Second, trust was found to have a positive impact on brand value, supporting hypothesis 4. Based on these research findings, theoretical and practical implications were discussed.