ESG워싱(그린․소셜․거버넌스워싱)이 소비자의 기업평가에 미치는 영향: 기업명성의 조절효과

ESG washing refers to the practice of companies misrepresenting their environmental, social, and governance (ESG) activities to create a false impression for consumers, without implementing such practices. As ESG has gained significant importance, the issue of ESG washing has become more pronounced and can negatively impact consumer trust. This study examines the effects of ESG washing on consumer evaluations of companies, with a focus on the moderating role of corporate reputation, using a 3 (ESG washing type: green washing, social washing, governance washing) × 2 (corporate reputation: high, low) experimental design. The results indicate that all types of ESG washing negatively affect consumer evaluations. Notably, the impact of ESG washing does not differ by type. Furthermore, corporate reputation moderates the negative effects of ESG washing, with companies of higher reputation being more negatively affected. This study contributes by categorizing ESG washing into three types and analyzing their impact on corporate evaluations, providing new theoretical insights and directions for marketing and consumer research.