ESG 활동을 통한 도심 생태공간의 로컬브랜드 구축에 관한 연구

Abstract

This study aims to empirically analyze the effects of ESG (Environmental, Social, Governance) activities in urban ecological spaces on perceived environmental quality, brand evaluation, and quality of life, and to identify the structural pathways through which local brands are formed. ESG activities are categorized into three dimensions: carbon reduction efforts, community cooperation, and operational transparency. A multi-group analysis was conducted using two urban ecological sites—Jisan Saetgang in Gumi and Sincheon Riverside Park in Daegu—as case study areas. The analysis revealed that carbon reduction efforts significantly influenced the improvement of environmental quality, while operational transparency had significant effects on both environmental quality and brand trust. Environmental quality played a mediating role in enhancing brand trust, brand familiarity, and residents' quality of life. In contrast, the effects of community cooperation were relatively limited. Furthermore, the impact of operational transparency on perceptions of environmental quality was found to be stronger in Sincheon Riverside Park, a large metropolitan-type space. This study contributes to the understanding of how ESG activities in urban ecological spaces influence residents’ perceptions, emotional responses, and the formation of local brands. It provides empirical evidence and theoretical insights that can inform sustainable management strategies for public ecological resources and the development of regionally based branding policies.