ESG워싱으로 인한 소비자의 ESG경영에 대한 불신이기업태도에 미치는 영향 : 회의감과 냉소주의의 매개효과 = The Impact of Consumer Distrust in ESG Management Due to ESG Washing on Corporate Attitudes: The Mediating Effects of Skepticism and Cynicism

다국어 초록 (Multilingual Abstract)

This study investigates how skepticism and cynicism mediate the relationship between consumers’ distrust of ESG management—caused by ESG washing—and their attitudes toward companies. A survey of domestic consumers revealed that distrust significantly increases skepticism, which then negatively affects corporate attitudes. In contrast, the path mediated by cynicism and the sequential mediation path (“distrust → skepticism → cynicism → corporate attitude”) were not statistically significant. These findings indicate that consumer distrust mainly fosters skepticism rather than cynicism, suggesting that while people doubt ESG practices, they still recognize ESG’s importance. The study is significant in demonstrating that consumer distrust influences corporate attitudes negatively through skepticism. From a practical standpoint, it emphasizes the importance of ensuring the authenticity and transparency of ESG initiatives to rebuild consumer trust.