ESG 디커플링이 기업태도에 미치는 영향: 기업 위선성 인식의 매개 역할

This study investigates consumer responses to ESG decoupling—situations in which firms adopt ESG practices as part of image or performance management strategies but fail to substantively implement them—amid growing internal and external pressures for corporate ESG adoption. First, we examine whether ESG adoption generates positive effects on consumer attitudes and then explore how consumer attitudes change following exposure to ESG decoupling. Using an experimental design, we compare changes in consumer attitudes before and after ESG decoupling exposure between ESG-leading firms and non-ESG firms. We further test perceived corporate hypocrisy as a key mechanism explaining negative attitudinal changes resulting from ESG decoupling. The results show that ESG adoption has a positive effect on consumer attitudes toward firms. However, when a gap emerges between ESG adoption and actual implementation, consumer attitudes decline. Notably, the decrease in consumer attitudes following ESG decoupling exposure is significantly greater for ESG-leading firms than for non-ESG firms, indicating that ESG decoupling has a particularly negative impact on firms previously perceived as strong ESG performers. This effect is driven by consumers’ heightened perceptions of corporate hypocrisy, which in turn lead to more negative firm evaluations. By integrating decoupling theory, impression management, corporate hypocrisy, and signaling theory, this study contributes to the literature by elucidating how and why consumers react negatively to ESG decoupling following ESG adoption. From a managerial perspective, while ESG adoption can be an effective strategy for enhancing corporate image and managing performance perceptions, failure to ensure substantive implementation may result in greater reputational damage than not adopting ESG practices at all.