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기업의 ESG 활동에 대한 메시지 구체성과 메시지 신뢰성, 그리고 ESG 적합성이 소비자 신뢰와 구매의도에 미치는 영향: 회의주의의 조절 효과를 중심으로

The Effect of Message Concreteness, Message Credibility, and ESG Fit about Corporate ESG Activities on Consumer Trust and Purchase Intention: Focused on the Moderating Effect of Skepticism

이용기|손정영|최상혁
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2022.12|상품학연구 (Journal of Product Research)|제40권 제6호|pp. 27-36|DOI 10.36345/kacst.2022.40.6.004

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키워드

신뢰ESGmessage credibilitypurchase intention회의주의skepticism메시지 신뢰성consumer trust메시지 구체성ESG 적합성message concretenessESG fit
주제분류경영학

초록

기업의 ESG 활동에 대한 사회적 요구 수준이 높아지고 있는 상황에서, 본 연구는 소비자에게 지각되는 기업의 ESG 활동에 대한 메시지 구체성과 메시지 신뢰성, 그리고 적합성이 소비자의 신뢰와 구매의도에 어떤 영향을 미치는가를 알아보고자 하였다. 또한 ESG 활동을 하는 기업의 진정성이 의심될 수 있는 상황에서 본 연구는 소비자의 회의주의가 기업에 대한 태도와 행동의도에 부정적인 영향을 미칠 가능성을 제기하여, ESG 경영을 시행하고 있는 기업들에게 회의주의 관리에 대한 중요성을 강조하고자 하였다. 이를 위해 PLS 구조모형을 통해 연구가설들이 분석되었다. 분석 결과, 기업의 ESG 활동에 대한 메시지 구체성과 메시지 신뢰성, ESG 적합성은 신뢰에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 신뢰는 구매의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이러한 결과는 기업이 ESG 활동이 진정성 있게 소비자들에게 전달하기 위해서는 보다 구체적이고 투명한 메시지를 제시하여 기업과 소비자 간의 심리적 거리를 줄일 필요가 있다는 것을 시사해준다. 또한 기업은 사업유형과 ESG 활동이 적합하여 잘 연상되도록 하여 소비자 신뢰와 구매의도를 높이도록 해야 한다. 반면, 조절변수인 회의주의는 부(-)의 유의한 영향을 미치는 것으로 나타나 신뢰와 구매의도 사이의 긍정적인 영향력을 약화시키는 것으로 나타났다. 이러한 결과는 기업이 성공적인 ESG 활동을 하더라도 기업에 대한 소비자의 불신이 높다면 행동의도가 약화되어 장기적으로 기업의 목표에 부정적 영향을 줄 것이라고 해석될 수 있다. 분석 결과를 바탕으로 이론적과 실무적 시사점이 제언되었다.

Abstract

In a situation where the social demand approach for corporate ESG activities is increasing, this study examine the message concreteness, message credibility, and ESG fit of corporate ESG activities that affect consumer trust and purchase intention. In addition, this study emphasize the importance of skepticism management for corporate ESG management by raising the possibility that consumer skepticism negatively affects their attitudes and behavioral intention. Hypotheses were analyzed with SmartPLS 4.0 program, The findings are as follows. Message concreteness, message credibility, and ESG fit had a significantly positive effect(+) on trust, and trust had a significantly positive effect(+) on purchase intention. These results suggest that companies need to reduce the psychological distance between companies and consumers by presenting more specific and transparent messages in order to convey ESG activities to consumers with sincerity. In addition, companies should ensure that business types and ESG activities are appropriate and well associated to increase consumer trust and purchase intention. On the other hand, skepticism as moderating variable was found to have a significant negative (-) effect. These results can be interpreted that even if a company has successful ESG activities if consumers' distrust is high, the behavioral intention will weaken and negatively affect the company's goals in the long term. This study suggested some theoretical and practical implications.

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