"기업의 ESG 활동에 대한 소비자 인식이 구매의도에 미치는 영향 : 소비자-기업 동일시의 매개효과와 조절초점의 조절효과를 중심으로"

초록

This study examines the mediating effect of consumer-company identification and the moderating effect of regulatory focus on the relationship between consumers’ perceptions of corporate ESG (Environmental, Social, Governance) activities and purchase intention. A survey was conducted with 377 consumers, and the data were analyzed using structural equation modeling and PROCESS macro (Model 1). The results show that environmental and social factors positively influence consumer-company identification, which in turn mediates the effect on purchase intention. The moderating analysis indicates that prevention focus strengthens the relationship between identification and purchase intention, while promotion focus shows no significant moderating effect. This study contributes by empirically identifying the mechanism linking ESG activities and consumer identification, and offering implications for differentiated marketing strategies based on consumers' motivationl orientations.

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