기업의 ESG 활동이 기업 이미지 형성, 만족, 소비자의 지속이용 의도에 미치는 영향: 베트남 시장을 중심으로

ESG(Environmental, Social, and Governance) has become a global trend. However, there is a lack of research on how Vietnamese consumers evaluate the ESG activities of Korean companies, specifically in the health food sector, that have entered the Vietnamese market. Furthermore, as Korean companies expand into Vietnam, there is a need for ESG strategies that reflect the cultural differences and social characteristics they face. Research on how to localize ESG activities, considering the cultural differences between Korea and Vietnam, is crucial for successful business operations. Therefore, this study aimed to examine the impact of ESG activities of Korean companies entering Vietnam on corporate image, satisfaction, and intention to continue using. To achieve this, data from 169 local consumers in Vietnam was used for analysis. SPSS 26 and Smart PLS 3.0 statistical programs were employed for the analysis. The results were as follows: First, environmental, social, and governance factors positively influenced the corporate image. Second, the corporate image positively influenced satisfaction and intention to continue using. Third, corporate image played a mediating role in the relationship between ESG factors and satisfaction. Fourth, corporate image also played a mediating role in the relationship between ESG factors and intention to continue using. Based on these findings, the implications were discussed.