기업의 ESG 활동이 브랜드이미지와 기업신뢰, 기업성과에 미치는 영향에 관한 연구

This empirical study investigates the impact of a company's ESG activities, which are essential rather than optional, on corporate performance. This study aims to confirm the impact of corporate ESG activities (Eco-Green, Social and Governance) on Brand Image, Corporate Trust and Corporate Performance (Financial, Non-Financial). In addition, this study aims to confirm the influence of Brand Image and Corporate Trust on Corporate Performance. This study conducted 191 days of face-to-face and online survey collection for workers in companies conducting ESG activities from October 14, 2022 to April 23, 2023. Among them, 349 copies (205 face-to-face and 144 online) were used for empirical analysis, excluding 32 copies of unfaithful responses (8 face-to-face and 24 online). And SPSS 22 and AMOS 22 were used for software. The results of this study are summarized as follows. First, it was confirmed that the ESG activity factors of companies had a significant positive (+) influence on brand image and corporate trust. Second, it was confirmed that ESG activity factors had a significant positive (+) influence on corporate performance (Financial, Non-Financial). Third, it was confirmed that brand image and corporate trust had a significant positive (+) influence on corporate performance. The practical implications of this study are as follows. First, before companies implement ESG activities, they should establish an evaluation system and provide ESG awareness education to their employees. Second, in order to encourage active participation of employees, they should establish and implement regulations that protect the human rights of employees so that active ESG activities can be carried out. Third, companies and related partners should also be allowed to participate in ESG activities.