ESG 가치관이 신뢰와 만족을 매개로 행동 의도에 미치는 영향

ESG (Environmental, Social, and Governance) management has emerged as a key strategic approach to enhancing corporate sustainability and social responsibility, playing a crucial role in shaping consumer attitudes and behaviors. This study empirically examines the impact of ESG consumer values—comprising basic awareness, managerial support, and engagement—on purchase and recommendation intentions, with trust and satisfaction serving as mediating factors. The findings reveal that basic awareness positively influences both trust and satisfaction, while managerial support significantly enhances trust but does not directly affect satisfaction. Engagement strengthens satisfaction but does not contribute to trust formation. Furthermore, trust is a stronger predictor of purchase intention, whereas satisfaction has a greater influence on recommendation intention. These results suggest that ESG management influences consumer behavior through distinct mechanisms, highlighting the need for a strategic approach tailored to these differential effects. Accordingly, companies should enhance ESG information transparency and credibility to foster trust, integrate ESG values into consumer experiences, and balance emotional engagement with concrete trust-building measures to maximize the effectiveness of ESG initiatives.