몽골 유통기업의 ESG 경영이 디지털 전환과 이미지에 미치는 영향

Purpose: This study investigates the impact of ESG management practices in large foreign-owned supermarkets in Mongolia on corporate image, focusing on the moderating role of digital transformation. The research aims to assess how environmental, social, and governance elements within ESG management influence consumer perceptions of corporate image. Research design, data, and methodology: A survey was conducted among 100 Mongolian consumers who frequent foreign-owned supermarkets. Data were analyzed using SPSS 28.0 for demographic analysis, reliability and factor validity, and regression analysis for hypothesis testing. The moderating effect of digital transformation w as e xamined on t he r elationship b etween ESG management components and corporate image. Results: The findings r eveal that while the environmental a spects of ESG management did not significantly impact corporate image, the social and governance aspects had a positive influence. Furthermore, digital transformation strengthened the relationship between governance practices and corporate image, although i t did not have a s ignificant e ffect on the r elationship betw een s ocial practices and corporate image. Implications: This study provides insights into how foreign supermarkets in Mongolia can enhance their corporate image by emphasizing social responsibility and transparent governance practices, with digital transformation playing a key role in governance effectiveness. However, increased consumer awareness of environmental issues is necessary to link environmental practices to a positive corporate image.