ESG 소비 활성화를 위한 정책적 방향: EU 및 일본의 사례 비교를 중심으로

ESG consumption considers environmental protection, social responsibility, and transparent corporate governance as key factors. However, South Korea lacks the necessary legal and institutional framework to promote it, with challenges in consumer awareness, education, and information transparency. The EU has built trust between consumers and businesses through robust legal regulations and certification systems, while Japan encourages voluntary ESG consumption through consumer education laws and community campaigns. This study compares the policies of the EU and Japan to provide directions for enhancing ESG consumption in South Korea. Through literature reviews and case comparisons, the study finds that the EU promotes responsible consumption through stringent green washing regulations and eco-design guidelines, whereas Japan fosters sustainable consumption habits through the Consumer Basic Law and tailored community campaigns. The EU adopts a regulation-centric approach, while Japan focuses on education and voluntary participation. South Korea should strengthen its legal framework, expand systematic education, and improve information transparency to advance ESG consumption. These efforts can lead to a more sustainable society.