담배회사의 ESG경영이 흡연자의 담배 구매의도에 미치는 영향: 합리적 행동이론을 적용하여

ESG has become an essential element of corporate management, and KT&G, Korea’s leading tobacco company, has also been recognized for its ESG performance. While prior studies suggest that ESG fosters positive consumer perceptions, thereby enhancing product attitudes and purchase intentions, little is known about its effects in the tobacco industry. This study empirically examines how tobacco companies’ ESG activities influence smokers’ purchase intentions, aiming to identify paradoxical consumer behavior mechanisms and provide policy implications. An online survey of smokers was conducted, and data were analyzed using SPSS 30.0. Results show that environmental and social responsibility activities positively affect both product attitude and subjective norms, while governance transparency influences only product attitude. Product attitude enhances purchase attitude, and subjective norms significantly affect product attitude, purchase attitude, and purchase intention. Overall, tobacco companies’ ESG activities are positively associated with smokers’ purchase intentions. These findings reveal a paradox: ESG efforts may strengthen tobacco consumption, contrasting with public anti-smoking campaigns. Given the recent rebound in smoking rates, the study underscores the need for smoking cessation policies that account for such unintended effects. Limitations include a small sample size and cross-sectional design, suggesting future research with larger, longitudinal data.