제조기업의 ESG활동이 기업이미지에 미치는 영향: 소비자-기업동일시의 매개효과와 소비자시민성의 조절효과를 중심으로

This study empirically analyzed how consumer awareness of corporate ESG activities affects consumer-corporate identification and corporate image. It also empirically analyzed how corporate ESG activities affect corporate image according to consumer citizenship. The results of the analysis showed that environmental activities and governance activities had significant positive effects. However, social activities were insignificant. In addition, the mediating effect of consumer-corporate identification was insignificant for governance activities, but the mediating effect was significant for environmental activities and social activities. As a result of analyzing the moderating effect of consumer citizenship on the effect of corporate ESG activities on ESG corporate image, it was found that among the three ESG activities, only social activities had a significant moderating effect. Therefore, ESG activities have a positive effect on corporate image, but mainly environmental activities and social activities are more effective, and consumers' civic consciousness responds only to corporate ESG activities, especially social activities, and has a positive effect on corporate image.