ESG 중요도 인식이 20∼30대 여성 소비자의 패션제품 구매의도에 미치는 영향- 브랜드 선호도의 매개효과를 중심으로 -

Consumers today consider not only product functionality and price but also environmental, social, and ethical values, and value-oriented consumers are increasingly likely to reflect corporate ESG (Environmental, Social, Governance) activities in their purchase behavior. This study investigates the effect of ESG Importance Perception on Purchase Intention for fashion products and examines the mediating role of Brand Preference. An online survey was conducted with 276 female consumers in their twenties and thirties in the Seoul metropolitan area. The data were analyzed using SPSS Statistics 27.0, employing factor analysis, reliability testing, regression analysis, and the Sobel test. The results showed that social importance perception (β=.331, p<.001) and ethical importance perception (β=.153, p<.05) had significant positive effects on purchase intention, while environmental importance perception was not significant. ESG Importance Perception also strongly influenced brand preference (β=.641, p<.001), and brand preference positively affected purchase intention (β=.491, p<.001). The direct effect of ESG Importance Perception was reduced (β=.127, p<.05) when brand preference was included, confirming its partial mediating role. This study demonstrates that ESG perceptions affect consumer behavior through brand preference and suggests fashion companies secure long-term competitiveness by strengthening social responsibility and ethical management.