The Impact of ESG Management of Small and Medium Enterprises on Purchase Intention: The Mediating Effect of Corporate Image and Trust

This study aims to examine the effects of SME ESG management on purchase intention, mediated by corporate image and trust. To achieve this, a survey was conducted with 350 adults nationwide, and the collected data were analyzed using Structural Equation Modeling (SEM). The findings are as follows. First, SME ESG management had a significant positive (+) impact on corporate image (β=0.688, p<.001), trust (β=0.188, p<.001), and purchase intention (β=0.277, p<.001). Second, corporate image had a significant positive (+) impact on corporate trust (β=0.726, p<.001) but did not have a significant effect on purchase intention (β=0.113, p>.262). Third, corporate trust had a significant positive (+) impact on purchase intention (β=0.474, p<.001). Fourth, the mediating effects of corporate image (Effect=0.096, C.I.: 0.001~0.192) and trust (Effect=0.038, C.I.: 0.082~0.230), as well as the sequential mediation effect (Effect=0.070, C.I.: 0.171~0.45), were confirmed in the process of SME ESG management influencing purchase intention. These findings emphasize the critical role of ESG management in strengthening the competitiveness of SMEs and fostering sustainable growth in an increasingly responsible business environment. By identifying and analyzing the specific pathways through which SME ESG management contributes to improved performance outcomes, this study provides deeper insights into the mechanisms at play. Furthermore, it offers a fresh perspective on ESG management research, particularly in the context of SMEs, highlighting its significance in shaping long-term business success and sustainability.