ESG 인식이 기업 이미지와 고객 충성도에 미치는 영향: 윤리적 소비 성향의 조절효과

초록

This study examines how consumers’ perceptions of environmental, social, and governance (ESG) practices influence corporate image and customer loyalty in the Chinese food industry. Based on signaling and stakeholder theories, a moderated mediation model is proposed. Using survey data from 300 consumers, the results show that ESG perceptions positively affect corporate image, which in turn enhances customer loyalty. Corporate image partially mediates this relationship, and ethical consumption tendency strengthens the ESG-image link. The findings identify a clear mechanism linking ESG perception to loyalty and suggest that firms should emphasize socially oriented ESG activities and tailor strategies to ethically sensitive consumers.

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