알리바바 전자상거래 기업의 ESG 활동이 친환경 소비 행위에 미치는 영향

Since the 20th century, sustainable development has become a significant global issue. In response, companies have been strengthening environmental protection, social responsibility, and transparent governance, exploring sustainable management strategies centered on ESG (Environmental, Social, and Governance) activities. Notably, the expansion of digital media environments and e-commerce platforms has created new opportunities to promote eco-friendly consumption cultures. This paper, grounded in prior research, identifies ESG factors (environmental, social, governance) and eco-friendly attitudes as key variables, establishing four research hypotheses to analyze their impact on eco-friendly consumption behavior. A survey targeting consumers with experience using Alibaba's e-commerce platform was conducted to collect data, which was then analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling). The analysis confirmed all four hypotheses, demonstrating that eco-friendly attitudes play a crucial mediating role between ESG activities and eco-friendly consumption behavior. The findings show that Alibaba's ESG activities effectively promote eco-friendly consumer behavior, offering meaningful insights for developing sustainable management strategies in the e-commerce sector. This paper provides strategic directions for companies to expand eco-friendly consumption cultures and create tangible social value through ESG activities. By emphasizing the importance of sustainable development, it makes both academic and practical contributions to advancing sustainability initiatives.