ESG 경영이 기업평판과 소비자 구매의도에 미치는 영향: 기업 평판의 매개효과를 중심으로

This study aims to analyze the impact of corporate environmental, social, and governance (ESG) management on consumer purchase intention and empirically verify the mediating effect of corporate reputation in this process. The study aims to identify consumer-centered ESG strategies and suggest ways for companies to utilize ESG management. The results of the study confirm that ESG management, including eco-friendly management, socially responsible management, and ethical management, has a significant positive impact on consumer purchase intention. In particular, eco-friendly management and ethical management have a decisive effect on consumer purchase intention, and the effect is partially mediated by corporate reputation. In contrast, socially responsible management has a full mediating effect on purchase intention only through corporate reputation. Furthermore, corporate reputation is identified as the variable that has the strongest effect on consumers' purchase intention, suggesting that consumers are more likely to make purchase decisions based on brand trust built through ESG activities rather than ESG activities themselves. In addition, socially responsible management has a full mediating effect on consumers' purchase behavior through corporate reputation, and the partial mediating effect of eco-friendly management and ethical management is further strengthened by corporate reputation. These results suggest that ESG management goes beyond mere eco-friendly management.