포지티브 럭셔리 패션 브랜드의 마케팅활동에 대한 ESG 경영인식과 진정성이 브랜드 태도 및 구매의도에 미치는 영향 : 브랜드 신뢰의 조절된 매개효과를 중심으로 = The Effect of ESG Management Awareness and Authenticity in Marketing Activities of Positive Luxury Fashion Brands on Brand Attitude and Purchase Intention: Focusing on the Moderated Mediating Effect of Brand Trust

다국어 초록 (Multilingual Abstract)

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다국어 초록 (Multilingual Abstract)

As the global luxury industry, led by Positive Luxury, faces increasing sustainability challenges, it is redefining business models and rebuilding trust to align with evolving social and environmental expectations. This study explores how awareness and authenticity of ESG management affect brand attitude and purchase intention among positive luxury brands. Additionally, it investigates whether brand trust mediates the relationship between ESG management awareness, authenticity, and brand outcomes. The research also examines if the strength of this mediating effect is moderated by brand attachment, potentially enhancing or diminishing its impact. The findings reveal that both ESG management awareness and authenticity significantly positively influence brand attitude and purchase intention, with brand trust acting as a mediator in these relationships. Furthermore, as brand attachment increases, the mediating effect of brand trust intensifies, confirming a moderated mediation effect. This study offers valuable theoretical insights and practical implications for the positive luxury sector while recognizing its limitations and proposing directions for future research.