미디어 파사드의 ESG 전략이 소비자 구매 행동에 미치는 영향- 신세계 백화점 본점의 2024년 미디어 파사드를 중심으로-

With the growing importance of ESG (Environmental, Social, and Governance) management, media façades have emerged as strategic tools for delivering ESG messages through visual communication. This study examines the influence of ESG strategies conveyed via the media façade of Shinsegae Department Store on consumer purchase behavior, focusing on the moderating effect of ESG awareness and the mediating role of message delivery. A survey was conducted with 350 female consumers aged 20 to over 50 in the Seoul metropolitan area. The questionnaire measured perceptions of ESG strategies, awareness, message delivery, and purchase behavior. Data were analyzed using SPSS Statistics 25.0. The results indicate that environmental and ethical responsibility significantly influence consumer purchase behavior, while social responsibility does not. Moreover, higher ESG awareness amplifies these effects, and message delivery partially mediates the relationship. These findings highlight the need for companies to strategically use visual elements and intuitive content in media façade communications to strengthen ESG messaging and support sustainable business practices.