화장품 기업의 ESG 경영이 사회적 책임 인식에 따라 프리미엄 가격 지불 의사에 미치는 영향

In recent years, ESG (Environmental, Social, and Governance) management, which considers environmental, social, and governance factors, has emerged as a core strategy in the cosmetics industry to enhance corporate sustainability and strengthen competitiveness. ESG management not only aims to improve corporate image but also plays a crucial role in establishing trust-based relationships with consumers, thereby fostering brand loyalty. In particular, younger consumers tend to view a company's fulfillment of social responsibility as an essential factor in their purchasing decisions and demonstrate a tendency toward ethical consumption practices, which further emphasizes the importance of ESG management. Such consumer behavior also affects their willingness to pay a premium price for products from socially responsible companies. Therefore, this study conducted a survey targeting Korean consumers aged 20 to 40 to analyze the impact of ESG management in cosmetics companies on consumers' willingness to pay a premium, focusing on their perception of social responsibility. To conduct empirical research, data were collected using a questionnaire method and then analyzed using SPSS WIN 27.0, a statistical package program. The results of the study indicate that among the sub-factors of ESG management in cosmetics companies, the perception of social responsibility has a significant impact on consumers' willingness to pay a premium price. This finding suggests that cosmetics companies can increase consumers' willingness to pay a premium by going beyond the mere implementation of ESG activities and actively promoting a perception of social responsibility. Such an approach is expected to contribute to the enhancement of long-term brand loyalty and a positive corporate reputation, ultimately leading to sustainable business outcomes.