소상공인 사업주의 ESG 경영 수용단계에 관한 탐색적 연구: 행동의 단계적 변화 모형 적용

Small business owners play a vital role in national and local economic sustainability; however, they face substantial constraints in capital, labor, and information, making the implementation of ESG practices particularly challenging. While previous ESG research has predominantly focused on large and medium-sized firms, little attention has been paid to how small business owners perceive and adopt ESG in their everyday business operations. To address this gap, this study applies the Transtheoretical Model (TTM) of behavior change to examine the stages through which small business owners progress in their ESG adoption process. The findings reveal two distinct groups: those in the contemplation/preparation stage and those in the action/maintenance stage. Each group exhibited different barriers—such as financial and institutional constraints—and different facilitators, including voluntary efforts, the use of relational resources, and community-based activities. Based on these results, the study proposes stage-specific strategies for promoting ESG adoption and provides theoretical and policy implications for supporting the systematic integration of ESG practices among small business owners.