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http://dx.doi.org/10.5392/JKCA.2021.21.12.217

The Effect of Domestic Corporations' ESG Activities on Purchase Intentions through Psychological Distance: Analysis of Differences by Product Involvement Level  

Ji, Yong-Bin (대전대학교 일반대학원 융합컨설팅학과)
Seo, Young Wook (대전대학교 일반대학원 융합컨설팅학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.12, 2021 , pp. 217-237 More about this Journal
Abstract
This study analyzed the effect of consumer psychological mechanism through ESG activities based on the importance of ESG in the market environment. With regards to this, 252 copies of survey data were collected subjecting consumers, and the hypothesis of this study was verified using Smart PLS 3.0 and SPSS 25.0. According to the results of data analysis, the results revealed that (1) Society and governance had a positive effect on psychological distance among ESG factors. (2) Psychological distance had a positive effect on purchase intention. (3) There was a difference in the effect of ESG activities and psychological distance according to the level of product involvement, but there was no difference in the effect of psychological distance on purchase intention. ESG is important from a consumer perspective through this study. And it was also confirmed that consumer perspective was different according to the level of involvement. Although previous research has mainly focused on the investor perspective, this study was analysed on ESG activities and consumer behavioral intentions. Therefore, it is expected to lay the foundation from a marketing perspective on ESG for subsequent researchers.
Keywords
ESG; Psychological Distance; Purchase Intention; Product Involvement;
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