A Study on the Strategic Challenges in Promoting ESG Management Adoption through Social Media Services and the Recognition of Ditto-Consumption: Focusing on Encouraging the Next Generation’s Participation and Behavior
A Study on the Strategic Challenges in Promoting ESG Management Adoption through Social Media Services and the Recognition of Ditto-Consumption: Focusing on Encouraging the Next Generation’s Participation and Behavior
Sung Bin Jo(Department of Business Administration, Seoul Women’s University); Yujeong Jang(Department of Business Administration, Seoul Women’s University); Ha Kyeong Kim(Department of Business Administration, Seoul Women’s University); Ye Na Shin(Department of Chinese Language & Literature, Seoul Women’s University); 이종태(Department of Business Administration, Seoul Women’s University)
13권 3호, 307~328쪽
초록
This study is conducted to find out and understand the relationships between ESG awareness expansion and consumption trends. For detail, this study focuses on understanding the younger consumer’s behavioral changes on ESG awareness, known as “ditto-consumption,” which can be facilitated by social media usage and digital content consumption. This study examined in depth how the MZ generation perceives ESG management and how it affects their consumption behavior. As a result, the MZ generation recognized the company's ESG management as an essential element for the company’s long-term survival and sustainability, not just a simple management strategy. When these ESG factors are combined, the MZ generation’s brand loyalty and product purchase intention tend to increase.
Abstract
This study is conducted to find out and understand the relationships between ESG awareness expansion and consumption trends. For detail, this study focuses on understanding the younger consumer’s behavioral changes on ESG awareness, known as “ditto-consumption,” which can be facilitated by social media usage and digital content consumption. This study examined in depth how the MZ generation perceives ESG management and how it affects their consumption behavior. As a result, the MZ generation recognized the company's ESG management as an essential element for the company’s long-term survival and sustainability, not just a simple management strategy. When these ESG factors are combined, the MZ generation’s brand loyalty and product purchase intention tend to increase.
- 발행기관:
- 아시아기술혁신학회
- 분류:
- 기술정책