ESG 경영활동이 소비자 인식과 행동의도에 미치는 영향

This study investigates the influence of corporate ESG (Environmental, Social, and Governance) initiatives on consumer behavioral intentions—specifically, purchase intention and recommendation intention—mediated by consumer trust. The primary objective is to establish ESG activities as a core strategy for achieving sustainable management and to explore the relationship between consumer perceptions and behavioral outcomes. To validate the proposed model, reliability and validity tests were conducted using SPSS 26, followed by structural equation modeling with AMOS 26. The results indicate that environmental and social dimensions of ESG activities have a significant positive effect on consumer trust, with environmental factors exerting the greatest influence. Conversely, governance factors were not found to significantly affect consumer trust, possibly due to their intangible and less perceptible nature. Additionally, consumer trust significantly influenced purchase intention but had no significant impact on recommendation intention, implying that recommendation behavior entails more complex social considerations. These findings underscore the pivotal role of environmental and social factors in fostering consumer trust and encouraging purchase behavior.