Industry Promotion Research (산업진흥연구)

Industrial Promotion Institute (산업진흥원)
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The Effect of ESG Management in New Energy Vehicles on Purchase Intention: The Mediating Effects of Corporate Trust and Eco-consciousness

신에너지 자동차의 ESG 경영이 구매의도에 미치는 영향 -기업 신뢰와 친환경 인식의 매개효과-

  • Xiaoying Du (Dept. of Management, Sehan University) ;
  • Jaeyeon Sim (Dept. of Management, Sehan University)
  • 두소영 (세한대학교 경영학과) ;
  • 심재연 (세한대학교 경영학과)
  • Received : 2024.09.04
  • Accepted : 2024.10.16
  • Published : 2024.10.31
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Abstract

This paper studied the effects of consumers' perceptions of ESG management and their intention to purchase new energy vehicles. In order to study the environment (E), society (S), governance (G), purchase intention, corporate trust, and eco-friendly awareness of consumers, an online survey was conducted on consumers over the age of 19 in China. A total of 380 questionnaires were retrieved, excluding 38 invalid questionnaires, 342 were analyzed. First, demographic analysis and correlation analysis between variables were conducted. After that, a regression analysis was performed on ESG management and purchase intention, and the mediating effect on trust in the company and eco-friendly perception was analyzed. As a result of the study, it was found that ESG management had a positive effect on trust in companies. In addition, it was investigated that it had a direct effect on consumers' purchase intention. It was analyzed that consumers' corporate trust and eco-friendly perception have a mediating effect between ESG management and purchase intention. This study was able to find academic and practical implications for consumers' perceptions of corporate ESG management.

본 논문은 ESG 경영에 대한 소비자의 인식과 신에너지 자동차 구매의도에 미치는 영향을 연구하였다. 소비자를 대상으로 환경(E), 사회(S), 지배구조(G), 구매의도, 기업 신뢰와 친환경 인식에 대한 연구를 위하여, 중국의 19세 이상 소비자들을 대상으로 온라인 설문조사를 실시하였다. 총 380개의 설문지가 회수되었는데, 무효 설문지 38개를 제외하고, 342개를 분석대상으로 하였다. 먼저 인구통계학적 분석과 변수간의 상관분석을 하였다. 이후 ESG 경영과 구매의도에 대한 회귀분석을 하고, 기업에 대한 신뢰와 친환경 인식에 대한 매개효과를 분석하였다. 연구결과, ESG 경영이 기업에 대한 신뢰에 긍정적 영향을 미치는 것으로 나타났다. 또한 소비자의 구매의도에도 직접적인 영향이 미치고 있는 것으로 조사되었다. 소비자의 기업 신뢰와 친환경 인식이 ESG 경영과 구매의도 사이에 매개효과가 있는 것으로 분석되었다. 본 연구는 기업의 ESG 경영에 대한 소비자의 인식에 대한 학술적 의미와 실무적인 시사점을 찾을 수 있었다.

Keywords

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