도심 생태숲의 ESG 경영이 이용자 인식과 행동에 미치는 영향: 브랜드신뢰, 재방문의도, 삶의 질을 중심으로

This study empirically examines the impact of ESG (Environmental, Social, Governance) management practices in urban ecological forests on users’ brand trust, revisit intention, and perceived quality of life. The ESG dimensions of ecological park management are operationalized as carbon reduction activities, community engagement initiatives, and operational transparency. The study further explores the mediating role of brand trust in the relationship between ESG practices and users' revisit intentions and quality of life. Data were collected from two urban ecological forests—Jisan Saetgang and Sincheon Riverside Park—and a total of 482 responses were used for the final analysis. The results indicate that all ESG activities significantly influence brand trust. In turn, brand trust positively affects both revisit intention and quality of life. Among the variables, revisit intention emerged as the most influential factor contributing to an enhanced quality of life. A multi-group analysis comparing the two ecological sites revealed that, while all ESG dimensions equally contributed to trust formation in Jisan Saetgang, operational transparency had the most substantial impact in Sincheon Riverside Park. This study highlights the strategic importance of ESG practices and the necessity of user-centered management for the sustainable operation of urban ecological spaces. It provides empirical evidence that ecological forests function not only as environmental assets but also as vital public resources that enhance social and emotional well-being.