기업의 ESG활동에 대한 가치인식이 소비자 신뢰를 통해 프리미엄 지불의사와 친환경 구매행동에 미치는 영향에 관한 연구: 가격공정성의 조절효과

This study aimed to investigate the influence of consumers who experienced a company's ESG activities on their willingness to pay a premium, which indicates their willingness to purchase even if they pay a little more, and their eco-friendly purchasing behavior, which seeks to purchase eco-friendly products and services. In addition, it aimed to empirically analyze and confirm the moderating effect of price fairness. A survey was conducted on consumers who experienced a company's ESG activities through various methods, and the research hypothesis was verified by analyzing the valid data of 300 final respondents. The results of the study showed that consumers who experienced a company's ESG activities had a positive effect on their social value, economic value, and ethical value perceptions on consumer trust in the company, and had a positive effect on their willingness to pay a premium and eco-friendly purchasing behavior through the mediating role of consumer trust. Price fairness was analyzed to have a positive moderating effect on the process of consumer trust, willingness to pay a premium, and eco-friendly purchasing behavior. In particular, the value perception of consumers who experienced a company's ESG activities showed an influence relationship in the order of economic value, social value, and ethical value. This can contribute to the priority when establishing a company's marketing strategy and can provide practical implications for consumers' sustainable consumption behavior. It also suggests the need for various studies related to consumer trust in many future studies.