ESG에 대한 가치 인식이 관련 제품 구매의향에 미치는 영향 분석

In this study, we analyzed the extent to which consumers’ value perception of ESG influences their purchase intention for ESG-related products, based on survey results. To this end, value perception of ESG was categorized into three dimensions—interest, importance, and reliability—and relevant questions were developed accordingly. Together with questions measuring willingness-to-purchase, all items were assessed using a 7-point Likert scale. Particular attention was given to the potential influence of social desirability bias (SDB) on responses regarding purchase intention for ESG products. To account for this, additional items were included to measure whether respondents were affected by social desirability bias, and the results were incorporated into the analysis. In addition, we considered that not only value perception of ESG but also past consumption experience with ESG products could affect future purchase intentions. Therefore, information on prior purchase experience was collected and factored into the analysis. The main findings derived through path analysis indicate that prior consumption experience of ESG products positively enhances consumers’ value perception of ESG. Furthermore, higher levels of interest, importance, and reliability in ESG are associated with stronger purchase intentions. While social desirability bias does not have a statistically significant direct effect on purchase intention, it was found to significantly increase purchase intention indirectly by elevating ESG value perception.