기업의 ESG경영활동, 기업이미지, 소비자신뢰, 구매의도와의 관계 연구 = A Study on the Relationship between Corporate ESG Management Activities, Corporate Image, Consumer Trust, and Purchase

다국어 초록 (Multilingual Abstract)

This study aims to empirically analyze the impact of a company's ESG (Environmental,Social, Governance) management activities on the relationship between Corporate Image,Consumer Trust, and Purchase Intention. ESG activities were categorized into threedimensions: environmental management, social responsibility management, andgovernance/ethical management. Based on these dimensions, a structural equation model wasused to conduct the analysis. The results revealed that among ESG Management Activities,only governance/ethical management had a significant positive impact on Corporate Image. Incontrast, environmental management and social responsibility management had only aminimal direct impact on Corporate Image and Consumer Trust. Furthermore, CorporateImage played a mediating role in strengthening Consumer Trust, and Consumer Trust, inturn, positively influenced Purchase Intention. These results demonstrate that consumersperceive ethicality and transparent governance, particularly among corporate ESG activities,as key factors in their evaluations. Therefore, companies need to strengthen ethicaldecision-making, responsible management, and transparent governance in addition toenvironmental and social activities to secure Consumer Trust and promote long-term PurchaseIntentions.