ESG에 대한 인식 및 제품 구매 요인에 대한 분석

Traditionally, businesses have focused on maximizing profits. However, with the evolving societal values, ESG (Environmental, Social, and Governance) management has emerged as a key element for sustainable growth. In South Korea, ESG management became more prominent around 2020, and globally, the trend is reinforced by mandatory ESG disclosures and related practices. This study analyzes the perception of ESG among companies and residents, as well as the factors influencing the intention to purchase ESG products. Survey results revealed a high level of awareness regarding ESG, corporate social responsibility (CSR), and sustainable management. Key environmental factors that companies should prioritize include reducing environmental pollutants at business sites and developing eco-friendly products. When asked about their willingness to pay extra for products from ESG-leading companies: 30.5% responded they would pay up to 5% more. 27.7% stated they had no intention of paying extra. This suggests that consumers do not perceive a significant difference between ESG and non-ESG products, with price sensitivity being a key factor. Empirical analysis showed that the perceived necessity of ESG evaluations, ESG awareness, and occupation positively influenced product purchases. Notably, company employees, public officials, and self-employed individuals exhibited higher intentions to buy ESG products compared to students and homemakers. Though this study is regionally limited to companies and residents in Jeju, it holds significance as a foundational study on ESG perception and product purchase factors. It highlights the need for companies to strengthen their ESG strategies while addressing consumer concerns about price and value differentiation.