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박윤나(Hanyang University) 한상린(Hanyang University)

  • 2021.06
  • 643 - 664(22 pages)

DOI : 10.17287/kmr.2021.50.3.643

이용수 1,336

내서재 37

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초록·키워드 목차

Recently, environment, social, and governance (ESG) are becoming increasingly important in corporate management. Although previous research has mainly focused on financial benefits from the investor perspective, consumer perceptions of ESG activities have received little attention. The purpose of this study was to provide a psychological mechanism of how consumer perceptions of ESG activities. Specifically, the purpose of this study is to examine (1) how ESG affects corporate image (perceived warmth-competence), (2) how perceived corporate image influence perceived price fairness, and (3) these effects may affect consumer response such as brand attitude, loyalty, and willingness to pay more towards corporate. The proposed research model was tested using structural equation modeling. According to the results of data analysis, the results revealed that (1) environment of ESG had a positive impact on perceived warmth and social of ESG had a positive impact on both perceived warmth and competence. Also, governance of ESG had a positive impact on perceived competence. Furthermore, perceived warmth and competence toward corporate had a positive impact on perceived price fairness, which results in brand attitude, loyalty, and willingness to pay more. The interpretations of these findings and the implications are also discussed. #ESG #Corporate image #Perceived price fairness #Brand attitude #Loyalty #Willingness to pay more

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 실증분석
Ⅴ. 결론
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