화장품 기업의 ESG 활동이 녹색소비 인식 및 구매의도에 미치는 영향 연구：환경 효능감의 조절 효과

As global environmental pollution intensifies and climate change develops into a climate crisis, public concern over issues such as air and water pollution and waste management is rapidly increasing. In response, companies are adopting ESG (Environmental, Social, and Governance) management to pursue both sustainability and ethical responsibility, with growing participation from stakeholders including consumers, investors, and rating agencies. This study empirically examines the influence of consumer perceptions of ESG management in cosmetics companies (stimulus) on green consumption awareness (organism), and how this awareness affects purchase and recommendation intentions (response). Based on a two-week survey with 504 valid responses, SPSS 27.0 analysis revealed that consumer perception of ESG practices positively affects green consumption awareness, which in turn positively influences both purchase and recommendation intentions. Moreover, environmental efficacy was found to moderate the relationships between green consumption awareness and both purchase and recommendation intentions. These findings suggest that cosmetics companies should enhance ESG strategies—such as using eco-friendly ingredients, achieving carbon neutrality, and adopting sustainable packaging—to build consumer trust and increase brand value.