산업진흥연구 (Industry Promotion Research)

  • 제9권4호
  • /
  • Pages.77-92
  • /
  • 2024
  • /
  • 2466-1139(pISSN)
  • /
  • 2714-013X(eISSN)
산업진흥원 (Industrial Promotion Institute)
권호 표지
DOI QR코드

DOI QR Code

쾌락재 기업의 ESG 활동이 고객 자산을 통하여 소비자의 추가 비용 지불 의사에 미치는 영향

The Impact of Hedonic Goods Company's ESG Activities on Consumers' Willingness to Pay a Premium through Customer Equity

  • 이유미 (대전대학교 융합컨설팅학과) ;
  • 서영욱 (대전대학교 융합컨설팅학과)
  • Yu Mi Lee (Dept. of Convergence Consulting, Daejeon University) ;
  • Young Wook Seo (Dept. of Convergence Consulting, Daejeon University)
  • 투고 : 2024.10.06
  • 심사 : 2024.10.15
  • 발행 : 2024.10.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 쾌락재를 생산, 판매하는 기업의 ESG 활동이 고객 자산(가치 자산, 브랜드 자산, 관계 자산)에 미치는 영향과 이를 통해 소비자의 추가 비용 지불 의사에 미치는 영향을 분석하였다. 이를 위해 250부 응답자에 대하여 SPSS 28.0과 Smart PLS 4.0을 통해 분석하였다. 연구 결과, ESG 활동이 고객 자산을 강화하고, 이러한 자산을 통해 소비자가 추가적인 비용을 지불할 의사가 높아지는 것으로 나타났다. 특히, ESG 활동이 가치 자산, 브랜드 자산, 관계 자산을 강화함으로써 소비자와의 신뢰 및 감정적 유대감을 증대시키는 역할을 수행함을 확인하였다. 또한, 이러한 ESG 활동이 소비자 행동에 장기적으로 긍정적인 영향을 미친다는 점에서 기업의 지속 가능한 성장을 위한 중요한 전략적 요소로 작용할 수 있음을 보여주었다. 본 연구는 ESG 활동이 고객 자산에 미치는 영향을 밝힘으로써 기업이 ESG를 전략적으로 활용하여 고객 충성도와 긍정적 소비자 반응을 유도하는 데 있어 중요한 시사점을 제공한 데 그 의의가 있다.

This study analyzed the impact of ESG activities conducted by companies producing and selling hedonic products on customer equity (value equity, brand equity, and relationship equity) and, in turn, on consumers' willingness to pay a premium. To conduct the analysis, data from 250 respondents were processed using SPSS 28.0 and Smart PLS 4.0. The findings indicated that ESG activities enhance customer equity, which in turn increases consumers' willingness to pay a premium. Specifically, it was confirmed that ESG activities strengthen value equity, brand equity, and relationship equity, thereby fostering trust and emotional bonds with consumers. Furthermore, the study demonstrated that these ESG activities can have a long-term positive impact on consumer behavior, positioning them as a critical strategic element for the sustainable growth of companies. This study holds significance by elucidating the effects of ESG activities on customer equity, offering key insights for companies on how to strategically leverage ESG to boost customer loyalty and positive consumer responses.

키워드

참고문헌

  1. J. Galbreath, "ESG in focus: The rise of environmental, social and governance", Journal of Business Ethics, vol. 115, no. 2, pp. 269-284, 2013.
  2. G. Friede, T. Busch, & A. Bassen, "ESG and financial performance: Aggregated evidence from more than 2000 empirical studies", Journal of Sustainable Finance & Investment, vol. 5, no. 4, pp. 210-233, 2015.
  3. B. Cheng, I. Ioannou, & G. Serafeim, "Corporate social responsibility and access to finance", Strategic Management Journal, vol. 35, no. 1, pp. 1-23, 2014.
  4. M. M. Cornett, O. Erhemjamts, & H. Tehranian, "Corporate social responsibility and its impact on financial performance: Investigation of US commercial banks", Journal of Banking & Finance, vol. 60, pp. 272-285, 2016.
  5. E. Hirschman and M. Holbrook, "Hedonic consumption: Emerging concepts, methods and propositions," Journal of Marketing, vol. 46, no. 3, pp. 92-101, 1982.
  6. J. Alba and E. Williams, "Pleasure principles: The role of affect in decision making," Journal of Consumer Psychology, vol. 23, no. 4, pp. 427-441, 2013.
  7. M. Babin, W. Darden, and M. Griffin, "Work and/or fun: Measuring hedonic and utilitarian shopping value," Journal of Consumer Research, vol. 20, no. 4, pp. 644-656, 1994.
  8. S. Botti and A. McGill, "The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions," Journal of Consumer Research, vol. 37, no. 6, pp. 1065-1078, 2011.
  9. S. Spiller and J. Belogolova, "On consumer beliefs about quality and taste," Journal of Consumer Research, vol. 43, no. 4, pp. 673-691, 2016.
  10. H. Boerner, "Sustainability and ESG Reporting Frameworks: Issuers have GAAP and IFRS for Reporting Financials: What about Reporting for Intangibles and Non-financials?," Corporate Finance Review, vol. 15, pp. 34-37, 2011.
  11. Y. Zheng, B. Wang, X. Sun, and X. Li, "ESG performance and corporate value: Analysis from the stakeholders' perspective," Frontiers in Environmental Science, vol. 10, Article 1084632, 2022.
  12. S. L. Hart, "A Natural-Resource-Based View of the Firm," Academy of Management Review, vol. 20, no. 4, pp. 986-1014, 1995.
  13. M. E. Porter and M. R. Kramer, "Strategy & Society: The Link Between Competitive Advantage and Corporate Social Responsibility," Harvard Business Review, vol. 84, no. 12, pp. 78-92, 2006.
  14. P. Gompers, J. Ishii, and A. Metrick, "Corporate Governance and Equity Prices," The Quarterly Journal of Economics, vol. 118, no. 1, pp. 107-156, 2003.
  15. C. Zhao, Y. Guo, J. Yuan, M. Wu, D. Li, Y. Zhou, and J. Kang, "ESG and Corporate Financial Performance: Empirical Evidence from China's Listed Power Generation Companies," Sustainability, vol. 10, no. 8, pp. 4, 2018.
  16. S. Du, C. B. Bhattacharya, and S. Sen, "Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication," International Journal of Management Reviews, vol. 12, no. 1, pp. 8-19, 2010.
  17. R. G. Eccles, I. Ioannou, and G. Serafeim, "The Impact of Corporate Sustainability on Organizational Processes and Performance," Management Science, vol. 60, no. 11, pp. 2835-2857, 2014.
  18. S. L. Hart and M. B. Milstein, "Creating Sustainable Value," Academy of Management Executive, vol. 17, no. 2, pp. 56-67, 2003.
  19. R. T. Rust, V. A. Zeithaml, & K. N. Lemon, Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, New York: Free Press, 2000.
  20. K. N. Lemon, R. T. Rust, & V. A. Zeithaml, "What Drives Customer Equity?," Marketing Management, vol. 10, no. 1, pp. 20-25, 2001.
  21. R. N. Bolton & J. H. Drew, "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, vol. 17, no. 4, pp. 375-384, 1991.
  22. R. T. Rust, K. N. Lemon, & V. A. Zeithaml, "Return on Marketing: Using Customer Equity to Focus Marketing Strategy," Journal of Marketing, vol. 68, no. 1, pp. 109-127, 2004.
  23. K. L. Keller, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, vol. 57, no. 1, pp. 1-22, 1993.
  24. D. Agrawal, "Effect of Brand Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence," Marketing Science, vol. 15, no. 1, pp. 86-108, 1996.
  25. L. L. Berry, "Relationship Marketing of Services: Growing Interest, Emerging Perspectives," Journal of the Academy of Marketing Science, vol. 23, no. 4, pp. 236-245, 1995.
  26. P. Andersen and R. Kumar, "Emotions, trust and relationship development in business relationships: A conceptual model for buyer-seller dyads," Industrial Marketing Management, vol. 35, no. 4, pp. 522-535, 2006.
  27. W. M. Hanemann, "Willingness to Pay and Willingness to Accept: How Much Can They Differ?," The American Economic Review, vol. 81, no. 3, pp. 635-647, 1991.
  28. V. A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, vol. 52, no. 3, pp. 2-22, 1988.
  29. E. Garriga & D. Mele, "Corporate Social Responsibility Theories: Mapping the Territory," Journal of Business Ethics, vol. 53, no. 1, pp. 51-71, 2004.
  30. S. Sen & C. B. Bhattacharya, "Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility," Journal of Marketing Research, vol. 38, no. 2, pp. 225-243, 2001.
  31. W. B. Dodds, K. B. Monroe, & D. Grewal, "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations," Journal of Marketing Research, vol. 28, no. 3, pp. 307-319, 1991.
  32. R. E. Anderson & S. S. Srinivasan, "E-satisfaction and E-loyalty: A Contingency Framework," Psychology & Marketing, vol. 20, no. 2, pp. 123-138, 2003.
  33. P. Bansal & K. Roth, "Why Companies Go Green: A Model of Ecological Responsiveness," Academy of Management Journal, vol. 43, no. 4, pp. 717-736, 2000.
  34. M. A. Delmas & V. C. Burbano, "The Drivers of Greenwashing," California Management Review, vol. 54, no. 1, pp. 64-87, 2011.
  35. H. Servaes & A. Tamayo, "The Impact of Corporate Social Responsibility on Firm Value: The Role of Customer Awareness", Management Science, vol. 59, no. 5, pp. 1045-1061, 2013.
  36. R. N. Bolton, K. N. Lemon, & P. C. Verhoef, "The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research", Journal of the Academy of Marketing Science, vol. 32, no. 3, pp. 271-292, 2004.
  37. V. Vogel, H. Evanschitzky, and B. Ramaseshan, "Customer equity drivers and future sales," Journal of Marketing, vol. 72, no. 6, pp. 98-108, 2008.
  38. A. Dwivedi, T. Nayeem, and F. Murshed, "Brand experience and consumers' willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness," Journal of Retailing and Consumer Services, vol. 44, pp. 100-107, 2018.
  39. J. Wieseke, S. Alavi, and J. Habel, "Willing to pay more, eager to pay less: The role of customer loyalty in price negotiations," Journal of Marketing, vol. 78, no. 6, pp. 17-37, 2014.