지각된 ESG가 고객시민행동에 미치는 영향: 지속가능성 인식과 인지적·사회정서적 가치의 매개역할 = From ESG Perceptions to Customer Citizenship Behavior: The Roles of Perceived Sustainability Awareness and Dual-Path Value

다국어 초록 (Multilingual Abstract)

This study examines the structural relationship between perceived ESG and customer citizenship behavior, with a particular focus on the mediating roles of perceived sustainability awareness and dual-path value (cognitive and socio-emotional value). Drawing on signaling theory and perceived value theory, a research model was developed to explain how ESG perceptions are translated into behavioral outcomes.
Survey data were collected from 278 Korean consumers, and structural equation modeling was employed to test the proposed hypotheses. The results indicate that perceived ESG has a significant positive effect on perceived sustainability awareness. In turn, perceived sustainability awareness positively influences both cognitive value and socio-emotional value. Furthermore, both value dimensions significantly affect customer citizenship behavior, with socio-emotional value showing a relatively stronger effect.
These findings suggest that the impact of ESG is not direct but operates through consumers’ cognitive interpretation and value formation processes, ultimately leading to voluntary and relationship-oriented behaviors. This study contributes to the literature by clarifying the underlying mechanism linking ESG perceptions to behavioral outcomes and provides practical implications for firms seeking to enhance customer engagement through ESG strategies.