제약회사의 ESG 경영활동이 고객충성도에 미치는 영향：진정성과 위장주의의 매개역할을 중심으로

This research investigates the impact of corporate ESG (Environmental, Social, and Governance) management activities on consumer loyalty, with a focus on the moderating roles of ESG authenticity and ESG washing, employing Structural Equation Modeling (SEM) for empirical validation.. Using SEM, it analyzes the impact of environmental, social, and governance practices on trust and loyalty. Findings show that environmental and governance activities enhance ESG authenticity and reduce greenwashing, significantly boosting cognitive and emotional loyalty. Social activities have a lesser effect. The study highlights the importance of transparent communication and genuine ESG efforts for long-term consumer relationships. This research offers valuable insights for both academic and practical applications by providing actionable recommendations for effective ESG management strategies. It underscores the importance of authenticity and warns against the negative consequences of ESG greenwashing on consumer perceptions.