ESG 영역별 지속가능소비에 대한 인식 및 행동에 관한 연구

As the importance of sustainable development is emphasized, consumers' practice of sustainableconsumption is more essential. However, it has been pointed out that the concept and measurementof sustainable consumption are abstract, and the concept has recently been expanded toconsider not only the environment but also the sustainability of human society and economicdevelopment, and future generations living together. Therefore, this study attempted to applythe ‘ESG framework’, which measures corporate non-financial performance, to consumer sustainableconsumption. Accordingly, it was intended to examine the consumer's perception and behaviorallevel and differences in sustainable consumption by ESG, and to analyze the characteristicsand determinants of each consumer type by categorizing consumers based on this. To this end,an online survey was conducted on 562 consumers in their 20s and 50s nationwide. For analysis,the SPSS 26.0 program was used, and descriptive statistics, t-test, cluster analysis, varianceanalysis, cross-analysis, and multinomial logistic regression analysis were performed. As aresult of the analysis, the level of perception and behavior of sustainable consumption by ESGwas highest in the order of environmental, governance, and social area, and significant differencesexisted between the level of perception and behavior in all three areas. As a result of consumercategorization according to the level of awareness and behavior in each ESG area, it wasclassified into four types: ‘indifferent type’, ‘environment-focused practice type’, ‘social․governance-focused type’, and ‘active practice type’, and each type showed significant differences in demographic and social psychological characteristics. As determinants of consumer type, finaleducation and perceived consumer effectiveness were found to be common influencing factors,and occupation and perceived market influence also had some influence. This study aims tocontribute to the establishment of an action foundation for promoting sustainable consumptionby embodying the concept of sustainable consumption based on the ESG framework andsuggesting action strategies and policy directions for each consumer type.