The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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The impact of cosmetics companies' ESG management on brand image and relationship continuation intention

화장품 기업의 ESG 경영이 브랜드이미지와 관계지속의도에 미치는 영향

  • Tae Hyun Shin (Dept. of Global Beauty Therapy & Cosmetics, Seokyeong University)
  • 신태현 (서경대학교 글로벌 뷰티테라피&코스메틱학과)
  • Received : 2024.08.13
  • Accepted : 2024.10.30
  • Published : 2024.11.30
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Abstract

In this study, we sought to investigate the impact of cosmetics companies' ESG management on brand image and intention to continue the relationship. For this purpose, a total of 273 questionnaires were collected and frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis were performed using SPSS 27.0. As a result of the study, first, environment, society, and governance, which are components of ESG management, were found to have a significant impact on brand image. Second, ESG management was found to have a significant impact on intention to continue the relationship. Third, the brand image of a cosmetics company was found to have a significant impact on the intention to continue the relationship, and all hypotheses were accepted. Accordingly, in order to improve the brand image and intention to continue the relationship of cosmetics companies, efforts must be made to improve the environment, promote social contribution activities, and establish a transparent and ethical governance structure. If research on ESG management of cosmetics companies is conducted through other variables in the future, it is expected to serve as useful basic data for the cosmetics industry.

본 연구에서는 화장품 기업의 ESG 경영이 브랜드이미지와 관계지속의도에 미치는 영향을 알아보고자 하였다. 이를 위해 설문지 총 273부를 수집하여 SPSS 27.0으로 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석, 회귀분석을 수행하였다. 연구 결과, 첫째, ESG 경영의 구성요소인 환경, 사회, 지배구조는 브랜드이미지에 유의한 영향을 미치는 것으로 나타났다. 둘째, ESG 경영이 관계지속의도에도 유의한 영향을 미치는 것으로 나타났다. 셋째, 화장품 기업의 브랜드이미지는 관계지속의도에 유의한 영향을 미치는 것으로 나타나 모든 가설이 채택되었다. 이에 따라 화장품 기업의 브랜드이미지와 관계지속의도를 증진시키기 위해서는 환경 개선에 노력하고, 사회 공헌 활동을 추진하며, 투명하고 윤리적인 지배구조를 구축해야 한다. 이후 다른 변수들을 통해 화장품 기업의 ESG 경영에 관한 연구가 이루어진다면, 화장품 산업에 유용한 기초 자료로 활용될 것으로 사료된다.

Keywords

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