뷰티기업 ESG경영이 MZ세대 소비행동에 미치는 영향: 가치소비 매개효과를 중심으로

The purpose of this study is to investigate how corporate ESG management affects consumers' behavioral intentions and to verify the mediating effect of value consumption. To this end, the study was conducted with its focus on MZ generation consumers, who are emerging as the main pillars of the consumption market with consumption propensity according to their own unique characteristics, which are quite different from those of older generations, and beauty companies that are closely related to their consuming patterns. The study collected a sample of 250 generation MZ, born between 1988 and 2006, and after a survey, the study conducted frequency analysis, descriptive statistics, correlation analysis, exploratory factor analysis, single regression analysis, and bootstrapping analysis. The analysis found that ESG management of beauty companies had an effect on the behavioral intentions and value consumption of MZ generation consumers, and the mediating effect of value consumption was demonstrated. In particular, it was found that among the sub-variables of ESG management of beauty companies, the higher the level of governance was, the higher the value consumption was, and the higher the behavioral intention was, the more mediating effect was. Based on these results, the study presented policy implications for the overall social spread of value consumption centered on the MZ generation consumers to promote corporate ESG management.