중소기업의 ESG 경영 활동이 브랜드 신뢰도 및 행동의도에 미치는 영향

This study examines how environmental (E), social (S), and governance (G) factors shape consumers’ corporate image and trust, and how these perceptions influence purchase and recommendation intentions. Using survey data analyzed with SEM, the findings show that ESG significantly explains the formation of consumer perceptions and behavioral intentions. All ESG dimensions positively affect both corporate image and trust, with the environmental dimension exerting the strongest effect, followed by social and governance factors. Eco-friendly initiatives function as a salient signal of sustainability and authenticity, while social value creation and governance transparency remain important foundations for favorable evaluations. Corporate image and trust both increase purchase and recommendation intentions; however, trust has a stronger effect than corporate image, indicating that confidence in a firm is more decisive than general likability in converting perceptions into action. Managerially, firms should treat ESG as a long-term agenda rather than a promotional tactic. Companies should pursue measurable environmental improvements and disclose verifiable outcomes, while strengthening social contributions and governance transparency. Credible, evidence-based ESG communication at consumer touchpoints is critical for building trust and supporting sustainable market performance. Overall, ESG can foster competitive advantage.